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In this agenda, executives such as the Chief Marketing Officer emerge as value creators, fostering business scalability, and further arguments are provided to justify budget allocation to MA activities.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Through careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to a better understanding of MA and accountability within the current business paradigm.<\/jats:p><\/jats:sec>","DOI":"10.1108\/emjb-11-2020-0117","type":"journal-article","created":{"date-parts":[[2021,5,20]],"date-time":"2021-05-20T03:05:30Z","timestamp":1621479930000},"page":"145-164","source":"Crossref","is-referenced-by-count":24,"title":["Marketing accountability and marketing automation: evidence from 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