To bolster influence, marketers need accountability and innovation.

• Position: Marketing News - Brief article

How can marketing enhance its status within the organization? A recent study of Dutch corporations by two academics from the Netherlands suggests that marketers can increase their influence within an organization by bolstering accountability and innovation.

"Although it can be difficult to establish a link between certain marketing activities and measures of performance, it is vital marketers become more analytical so they can determine how they deliver and how they contribute to the overall productivity of the firm," according to the paper entitled, "Getting Marketing Back in the Boardroom: Understanding the Drivers of Marketing's Influence," by...