Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
12OUT
Pd
Marketing Productivity
Family
18. Marketing-Finance and Performance (VII · Outcomes)
Era
Period 1: Foundations, to 1969
Block
OUT · Outputs: performance
Tier
Emerging or specialized
Cell card
Description
Sevin applied cost and profitability analysis to marketing segments such as products, customers, and territories to measure the productivity of marketing expenditures, an early treatment of marketing accountability.
Managerial Implications
Marketing spending must be judged by returns, by segment, product, and channel, not by totals. Build a profitability view that assigns marketing costs to the customers and activities that caused them. The result usually shows that a few segments fund the rest; the managerial job is to redirect effort toward the profitable ones and to fix or exit the unprofitable ones deliberately.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
