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
73OUT
Mp
Productivity Chain
Family
18. Marketing-Finance and Performance (VII · Outcomes)
Era
Period 5: Assets and Accountability, 2000s
Block
OUT · Outputs: performance
Tier
Landmark
Cell card
Description
They proposed the chain of marketing productivity linking marketing actions to customer impact, market impact, financial impact, and firm value, and set the research agenda for marketing accountability.
Managerial Implications
Marketing actions affect customer thinking, then customer behavior, then market results, then financial results, then firm value. Build a chain of metrics from your marketing actions to financial outcomes and track each link. This lets you attribute results, identify where effects break down, and justify spending in finance's language. Marketing accountability fails when the chain is skipped and spending is compared to revenue directly.
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.
