The value of marketing to the organization can and should be defined, assessed, and communicated. This article identifies gaps in marketing’s knowledge base to set the stage for further research and enhanced practice in demonstrating marketing’s value.
Demonstrating the value of marketing is very important to create impact for the field. Because much research focuses narrowly on a single performance metric and method, major knowledge gaps include (1) how performance metrics relate to marketing’s scope and objectives within an organization and (2) how research insights should be communicated throughout the organization to enable decision makers. Addressing these gaps in (a) assessing and (b) communicating the value of marketing will both enrich academic research and improve marketing practice.
We review past literature and draw on our own experience in helping marketing decision makers in large and small organizations over three continents.
“Demonstrating the Value of Marketing,” by Dominique M. Hanssens & Koen H. Pauwels
Practice-inspired research can help balance short-term and long-term, effectiveness and efficiency, online and offline, hard and soft metrics, return and risk, model and manager, learning from the past and experimenting for the future.
Marketing affects all of us, and
improving marketing decision making can improve our lives through better
jobs, better products and services, and less time wasted with
irrelevant marketing communications. Managers should be more involved
with research from the start. They should share their specific scope and
objectives to enable and enhance research relevance. They should
articulate which insights they need at which time and in what form.
Researchers, in turn, should broaden their consideration of performance
metrics by integrating different methods and perspectives. It essential
for research to “go beyond the paper” and communicate key insights to
Questions for the Classroom
What value does marketing bring to an organization?
How can marketing’s value be measured?
How would you communicate marketing’s value inside the organization?
Dominique M. Hanssens and Koen H. Pauwels (2016), “Demonstrating the Value of Marketing,” Journal of Marketing, 80 (6), 173-190.
Dominique M. Hanssens is Distinguished Research Professor of Marketing, Anderson School of Management, University of California, Los Angeles (e-mail: firstname.lastname@example.org).
Koen H. Pauwels is Professor of Marketing, Özyeğin University (e-mail: email@example.com).
The AMA / MSI Special Issue of Journal of Marketing
Volume 80, Issue 6, November 2016
V. Kumar, Kevin Lane Keller, & Katherine N. Lemon
Christine Moorman and George S. Day
V. Kumar and Werner Reinartz
Katherine N. Lemon and Peter C. Verhoef
Michel Wedel and P.K. Kannan
Rajeev Batra and Kevin Lane Keller
Cait Lamberton and Andrew T. Stephen
Dominique M. Hanssens and Koen H. Pauwels