RT Journal Article SR Electronic T1 How Marketing Contributes to the Bottom Line JF Journal of Advertising Research JO J Advert Res FD WARC SP 94 OP 105 DO 10.2501/S0021849908080112 VO 48 IS 1 A1 David W. Stewart YR 2008 UL http://www.journalofadvertisingresearch.com/content/48/1/94.abstract AB There is increasing scrutiny of marketing activities and a growing demand for greater accountability of the marketing function. This article asserts that such accountability cannot be achieved until generally accepted standards for the measurement of marketing outcomes are adopted. The article identifies three broad types of marketing outcomes and suggests that two of these are candidates for the development of standardized measures. The role of standards, essential characteristics of standards, and how they may be developed are addressed. Twelve general propositions related to standards for assessing marketing outcomes are offered.