Accountable Marketing is a business practice that involves making the marketing activities of a company more accountable. Different names have been given to this process, such as: Marketing Performance Measurement, Marketing Performance Management, Marketing Accountability, Marketing ROI, 'ROMI, or Accountable Marketing.

Peter J. Rosenwald wrote a book about it in 2004. He was preceded by Simon Broadbent with his book about Accountable Advertising, published in 1997. Rosenwald starts his book with: "the process by which we can plan and measure our marketing initiatives for greater marketing success".^[1]

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