Abstract Marketers are using metrics to diagnose, coordinate and monitor customer relationships marketing efforts, set benchmarking goals guide implementation, communicate the results of outcomes with internal external stakeholders. Even if number available is striking, some studies found support for idea that more managers employed their decisions, better performance. Studies by author also sh...

This commentary complements the Hunt (2015) essay and identifies the challenges that the R-A theory poses with its emphasis on superior financial performance as a firm’s primary and superordinate objective. It points to the need for new marketing strategy theory with a broader perspective of including other stakeholders beyond investors while designing firm objectives. In addition, the commenta...

in this paper, we study a class of finsler metrics which contains the class of p-reducible andgeneral relatively isotropic landsberg metrics, as special cases. we prove that on a compact finsler manifold,this class of metrics is nothing other than randers metrics. finally, we study this class of finsler metrics withscalar flag curvature and find a condition under which these metrics reduce to r...

T need to understand the relationships among customer metrics and profitability has never been more critical. These relationships are pivotal to tracking and justifying firms’ marketing expenditures, which have come under increasing pressure. The objective of this paper is to integrate existing knowledge and research about the impact of customer metrics on firms’ financial performance. We inves...