Add to ORKGThere is a more important problem than developing new marketing metrics. Most packaged-goods manufacturers and other marketers are not getting anywhere near full value from the metrics currently available. In this article, I summarize some data on the underutilization of metrics, hypothesize some reasons for this, and describe some steps to be taken to improve firms’ performance by using metrics more effectively
Metrics are used by firms for a variety of commendable purposes. The authors maintain that every met...
Marketing managers often use consumer attitude metrics such as awareness, consideration, and prefere...
Over the past three to four decades, explosive growth in data collection, storage, and processing ha...
Most of the time, management is concerned about how the money are spent, not on how the money are g...
As a great source of generating revenue to the organization, it is agreed that marketing not only dr...
Marketing departments are under increased pressure to demonstrate their economic value to the firm. ...
Funding Information: The authors would like to thank the Associate Editor and two anonymous reviewer...
Since the accountability spotlight fell on marketing, researchers have been seeking a single indicat...
Marketing performance measurement as a tool for controlling marketing activities has attracted subst...
We have learned that the marketing performance measurement (hereinafter MPM) does matter from the gr...
Contemporary businesses seek to achieve a high level of performance to ensure secure place in an env...
One of the major problems confronting the metrication movement is the general lack of publicity and ...
Bonoma and Clark’s view (1988), that measuring marketing effectiveness is stubbornly resistant to de...
Critics of marketing commonly allude to problems with its accountability and credibility. In order t...
Purpose – Driven by the growing pressure to justify the contributions of marketing activities, marke...
Metrics are used by firms for a variety of commendable purposes. The authors maintain that every met...
Marketing managers often use consumer attitude metrics such as awareness, consideration, and prefere...
Over the past three to four decades, explosive growth in data collection, storage, and processing ha...
Most of the time, management is concerned about how the money are spent, not on how the money are g...
As a great source of generating revenue to the organization, it is agreed that marketing not only dr...
Marketing departments are under increased pressure to demonstrate their economic value to the firm. ...
Funding Information: The authors would like to thank the Associate Editor and two anonymous reviewer...
Since the accountability spotlight fell on marketing, researchers have been seeking a single indicat...
Marketing performance measurement as a tool for controlling marketing activities has attracted subst...
We have learned that the marketing performance measurement (hereinafter MPM) does matter from the gr...
Contemporary businesses seek to achieve a high level of performance to ensure secure place in an env...
One of the major problems confronting the metrication movement is the general lack of publicity and ...
Bonoma and Clark’s view (1988), that measuring marketing effectiveness is stubbornly resistant to de...
Critics of marketing commonly allude to problems with its accountability and credibility. In order t...
Purpose – Driven by the growing pressure to justify the contributions of marketing activities, marke...
Metrics are used by firms for a variety of commendable purposes. The authors maintain that every met...
Marketing managers often use consumer attitude metrics such as awareness, consideration, and prefere...
Over the past three to four decades, explosive growth in data collection, storage, and processing ha...