Impact of decision marketing on marketing financial accountability: proposals for improving management decision making

The marketing ability to link marketing actions to financial performance (marketing accountability) is still under debate. This article proposes to study marketing decision-making and its consequences on marketing financial accountability. After reviewing possible decisions biases in marketing, this article suggests to consider decisionmaker accountability as a tool for making better decisions. A distinction between outcome accountability and process accountability is made to propose a management system to foster rationality without affecting marketer creativity. A differentiated accountability is recommended for marketing activities. [PUB ABSTRACT] Reproduced by permission of Bibliothèque de Sciences Po