Marketers have long been unresponsive to how marketing costs add value to shareholders. Over time, this irresponsibility and accountability has called into question the credibility of marketers, jeopardizing the position of the marketing task in companies, and even threatening the philosophy of marketing as a distinctive feature within the company. . This article provides a comprehensive framework for reviewing marketing productivity, listing what we already know, and suggesting areas for future research. At the end of this article, it will be concluded how it is possible to identify how marketing costs add value to shareholders. The publication and effective dissemination of new methods of evaluating marketing productivity in businesses is a major step towards increasing marketing credibility in companies and, more importantly, towards improving and enhancing the performance of companies and businesses themselves. This article also suggests some areas that need further research to provide methods for evaluating marketing efficiency that are increasingly credible, reliable and practical.