What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?

By:

MINTZ, OFER

Contributor(s):

CURRIM, IMRAN S

Material type:

Mixed materialsPublication details: 2013Description: 17-40Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: To increase marketing's accountability, Journal of marketing, Marketing Science Institute and the institute for the study of business markets have advocated development of marketing metrics and linking marketing mix activities with financial metrics. Although the marketing field has made progress, researchers have paid less attention to waht drives managerial use of marketing and financial metrics and wheather metric use is associated with marketing mix performance.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/2	Available		P14947

To increase marketing's accountability, Journal of marketing, Marketing Science Institute and the institute for the study of business markets have advocated development of marketing metrics and linking marketing mix activities with financial metrics. Although the marketing field has made progress, researchers have paid less attention to waht drives managerial use of marketing and financial metrics and wheather metric use is associated with marketing mix performance.

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