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Measurement Beyond the Firm

  • David W. StewartEmail author
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Part of the Palgrave Studies in Marketing, Organizations and Society book series (PSMOS)

Abstract

Financial management is often criticized for its short-term orientation. Marketing’s emphasis on meeting customer needs over the long term makes marketing a natural counter-balance to a short-term orientation. This chapter focuses on the constructive role marketing can and should play in triple bottom-line reporting that focuses on both immediate profitability and the long-term sustainability of businesses and the society of which they are a part.

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

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