Measuring Marketing Productivity: Current Knowledge and Future Directions:
TL;DR: For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value as mentioned in this paper, and this lack of accountability has undermined marketers' credibility, threatened the standing of the marketing function within the firm, and even threatened marketing's existence as a distinct capability.
read more
Abstract: For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers’ credibility, threatened the standing of the marketing function within the firm, and even threatened marketing’s existence as a distinct capability within the firm. This article proposes a broad framework for assessing marketing productivity, cataloging what is already known, and suggesting areas for further research. The authors conclude that it is possible to show how marketing expenditures add to shareholder value. The effective dissemination of new methods of assessing marketing productivity to the business community will be a major step toward raising marketing’s vitality in the firm and, more important, toward raising the performance of the firm itself. The authors also suggest many areas in which further research is essential to making methods of evaluating marketing productivity increasingly valid,...
read more
Chat with Paper
AI Agents for this Paper
Find similar papers on Google Scholar, PubMed and Arxiv
Write a critical review of this paper
Analyze citations of this paper to find unaddressed research gaps
Citations
Social investment in Spain: How do solidarity mutual funds decide the allocation of solidarity funding between social economy organizations?
TL;DR: In this article, a logit regression model is used to analyze the decision model of mutual fund managers in order to find out which criteria are used in the allocation process of these funds, and the obtained results show that the decision-model of SMFs promotes the development of commercial activity and favors a specific ideology and values and an exclusive relationship with the main funders.
Pengaruh kinerja produk, pelayanan dan sumberdaya manusia terhadap niat pembelian ulang melalui citra perusahaan dan kepuasan pelanggan pt asuransi jiwasraya
Ida Aju Brahma Ratih
- 02 Feb 2017
TL;DR: In this article, the authors examined the effects of product, service and human resource performances on repurchase intention through company image and customer satisfaction of PT Asuransi Jiwasraya.
Einführung in das Marketing-Controlling
Christopher Zerres,Michael Zerres +1 more
- 01 Jan 2017
TL;DR: In this article, a Blick geworfen auf die Entstehung eines MarketingControllings, dessen Aufgaben, organisatorische Einbindung in das Unternehmen sowie dessen strategische and operative Auspragungen.
5
Does Customer Value-oriented Management Influence Financial Results? A Supplier's Perspective
TL;DR: In this article, a trabajo contribuye con una vision teorica y practica de la nueva perspectiva de la gestion del valor del cliente (cvm) and sus implicaciones in los negocios.
References
•Book
Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
Martin Fishbein,Icek Ajzen +1 more
- 01 Jun 1975
43.1K
Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence:
TL;DR: In this paper, evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value for a product.
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.