Title: Key Marketing Performance Measures
Title: Key Marketing Performance Measures
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.Authors: Gr?nholdt, Lars (lg.marketing@cbs.dk), Martensen, Anne
Subject: Marketing & CRM
Publish: 2006
Status: full text
Source: Marketing Review; Fall2006, Vol. 6 Issue 3, p243-252
پابگاه علمی مدیریت و حسابداری منبع: mba20.blog.ir
Abstract:
Marketers are understandably preoccupied with measuring marketing
performance. However, among the many possible marketing performance
measures available, which few should be chosen? On the one hand, the key
measures must be simple enough to be usable and on the other hand they
must be comprehensive enough to assess the marketing performance. This
paper presents an annotated literature review that provides the
foundation for the development of a list of the most valuable marketing
performance measures. These performance measures are selected on the
basis of a number of criteria, for instance the measures need to occur
frequently in literature, they must be valuable to most companies as
well as they must have predictive power. The performance measures are
systematised on the basis of the Marketing Value Chain, which is a
conceptual framework linking marketing actions to financial results.
Finally, the implications for marketing practice and future research are
discussed.
Keywords: Marketing performance, performance measures, marketing value chain
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