Assessing Marketing Performance: Reasons for Metrics Selection
نویسندگان
چکیده
In recent years both practitioners and academics have shown an increasing interest in the assessment of marketing -performance. This paper explores the metrics that firms select and some reasons for those choices. Our data are drawn from two UK studies. The first reports practitioner usage by the main metrics categories (consumer behaviour and intermediate, trade customer, competitor, accounting and innovativeness). The second considers which individual metrics are seen as the most important and whether that differs by sector. The role of brand equity in performance assessment and top
منابع مشابه
Investigating the Impact of Organizational Learning and Marketing Metrics on the Performance of Marketing (Case Study: Elon Plast Company)
The aim of this study was to analyze the impact of organizational learning and marketing metrics on the marketing performance in the Elon Plast Company of Kermanshah province. It is a functional purpose study with descriptive – survey method. The statistical population includes 100 employees of Elon Plast Company in Kermanshah province. A sample of 80 people was chosen using Cochran formula. Da...
متن کاملSustainable Supplier Selection by a New Hybrid Support Vector-model based on the Cuckoo Optimization Algorithm
For assessing and selecting sustainable suppliers, this study considers a triple-bottom-line approach, including profit, people and planet, and regards business operations, environmental effects along with social responsibilities of the suppliers. Diverse metrics are acquainted with measure execution in these three issues. This study builds up a new hybrid intelligent model, namely COA-LS-SVM, ...
متن کاملMetrics for the New Internet Marketing Communications Mix
The Internet provides marketers with an expanded set of communications vehicles for reaching customers. Two of the most important and fast-growing elements of this new communications mix are online advertising and electronic word-of-mouth. While these vehicles provide new opportunities, they are also challenging marketers to understand how consumers respond and to develop new metrics for assess...
متن کاملUsing the Taxonomy and the Metrics: What to Study When and Why; Comment on “Metrics and Evaluation Tools for Patient Engagement in Healthcare Organization- and System-Level Decision-Making: A Systematic Review”
Dukhanin and colleagues’ taxonomy of metrics for patient engagement at the organizational and system levels has great potential for supporting more careful and useful evaluations of this ever-growing phenomenon. This commentary highlights the central importance to the taxonomy of metrics assessing the extent of meaningful participation in decision-making by patients, consumers and community mem...
متن کاملConsumer Attitude Metrics for Guiding Marketing Mix Decisions
Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...
متن کامل