Measuring marketing performance: a better model

Q2 Business, Management and Accounting
António Pimenta da Gama
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引用次数: 0

Abstract

Purpose Marketing professionals are under pressure to implement methods and metrics that demonstrate the value of the function. This paper aims to propose a model to measure marketing performance, focusing on four categories of metrics and two types of factors that influence the effectiveness of the assessment process. Design/methodology/approach The paper is organized in three parts. The first part includes a synthesis of the theoretical background on the subject. Next, the rationale and architecture of the model are presented, together with an explanation of the elements that compose it. A reflection on the work developed is presented in the last section. Findings Benefits regarding how to best assess marketing practice are considerable, as organizations with effective performance measurement systems tend to show better results than others. In this context, the choice of metrics is important, but it is also necessary to understand the mechanisms through which the effectiveness of the measurement process can be improved. Originality/value Literature has mainly focused attention on the effect of individual programs on specific measures or on conceptual models that do not sufficiently address all major elements in the marketing assessment process. This work extends previous contributions on the subject, presenting a model that combines metrics with factors underlying the measurement process.
衡量营销绩效:更好的模式
目的市场营销专业人员在压力下实施方法和指标来证明功能的价值。本文旨在提出一个衡量营销绩效的模型,重点关注影响评估过程有效性的四类指标和两类因素。设计/方法/方法本文由三部分组成。第一部分是对这一课题的理论背景的综合。接下来,将介绍模型的基本原理和体系结构,以及对组成模型的元素的解释。对所开展工作的反思将在最后一节中提出。关于如何最好地评估营销实践的好处是相当大的,因为拥有有效绩效评估系统的组织往往比其他组织表现出更好的结果。在这种情况下,度量标准的选择是重要的,但是了解度量过程的有效性可以通过哪些机制得到改进也是必要的。独创性/价值文献主要关注个别方案对具体措施或概念模型的影响,这些概念模型没有充分解决营销评估过程中的所有主要因素。这项工作扩展了先前对该主题的贡献,提出了一个将度量与度量过程的潜在因素相结合的模型。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Business Strategy
Journal of Business Strategy Business, Management and Accounting-Management Information Systems
CiteScore
4.50
自引率
0.00%
发文量
35
期刊介绍: The Journal of Business Strategy publishes articles with a practical focus designed to help readers develop successful business strategies. Articles should say something new or different and may propose a unique perspective. They should not offer prescriptions to CEOs on how to manage, but rather be directed toward middle and senior managers at companies of all sizes and types, as well as consultants and academics who want to think about their businesses in new ways. Coverage: As one of the few journals dedicated to business strategy, JBS defines strategy in the broadest sense and thus covers topics as diverse as marketing strategy, innovation, developments in the global economy, mergers & acquisition integration and human resources. We have a penchant for substantive, provocative and well-written articles. We also like to break the mould and include articles on topics readers are unlikely to find in other business publications.
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