Title: Marketing Performance Measurement Ability and Firm Performance
Title: Marketing Performance Measurement Ability and Firm Performance
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Authors: O"Sullivan, Don., Abela, Andrew V
Subject: Marketing & CRM
Publish: 2007
Status: full text
Source: Journal of Marketing; Apr2007, Vol. 71 Issue 2, p79-93
پابگاه علمی مدیریت و حسابداری منبع: mba20.blog.ir
Abstract:
Marketing practitioners are under increasing pressure to demonstrate
their contribution to firm performance. It has been widely argued that
an inability to account for marketing"s contribution has undermined its
standing within the firm. To respond to this pressure, marketers are
investing in the development of performance measurement abilities, but
to date, there have been no empirical studies of whether the ability to
measure marketing performance has any actual effect on either firm
performance or marketing"s stature. In this study of senior marketing
managers in high-technology firms, the authors examine the effect of
ability to measure marketing performance on firm performance, using both
primary data collected from senior marketers and secondary data on firm
profitability and stock returns. They also explore the effect of
ability to measure marketing on marketing"s stature within the firm,
which is operationalized as chief executive officer satisfaction with
marketing. The empirical results indicate that the ability to measure
marketing performance has a significant impact on firm performance,
profitability, stock returns, and marketing"s stature within the
firm
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