Demonstrating the Value of Marketing

Volume: 80, Issue: 6, Pages: 173 - 190
Published: Nov 1, 2016
Abstract
Marketing departments are under increased pressure to demonstrate their economic value to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (e.g., brand awareness), behavioral (e.g., brand loyalty), and financial (e.g., sales revenue) performance metrics, which do not correlate highly with each other. Thus, one metric could view marketing initiatives as successful, whereas another could interpret them as a waste...
Paper Details
Title
Demonstrating the Value of Marketing
Published Date
Nov 1, 2016
Volume
80
Issue
6
Pages
173 - 190
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