Work

The financial impact of marketing: Looking back and moving forward

Year: 2026

Type: article

Abstract: Financial performance metrics are needed to gauge the impact of various marketing initiatives. We first highlight the importance of using financial performance metrics in deploying various marketing resources, along with challenges in doing so. We next discuss how recent geopolitical and macro-economic developments have raised the stakes, while advances in data collection and analytical capabilities may allow more timely and more actionable insights. We subsequently argue that the latter are no silver bullet, and may even detract from some broader challenges.

Source: Marketing Strategy Journal

DOI: 10.1016/j.msj.2026.100018

Authors: Marnik G. Dekimpe, Dominique M. Hanssens

Institutions: Tilburg University, KU Leuven, University of California, Los Angeles

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,000

OpenAlex ID: W7166695416

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Cites: 34

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