Abstract
Scholars have been developing and evaluating schemes for measuring the performance of marketing activities for the past half century. This paper traces the evolution of research in marketing performance measurement. It discusses the movement from financial measurement to non-financial measures, and examines the marketing asset and customer-focused approaches to performance measurement. Managers desiring a comprehensive picture of marketing performance should draw on a number of these perspectives. All measures should be evaluated in the context of the organisation's strategy and customer and competitor benchmarks.
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Clark, B. A summary of thinking on measuring the value of marketing. J Target Meas Anal Mark 9, 357–369 (2001). https://doi.org/10.1057/palgrave.jt.5740026
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DOI: https://doi.org/10.1057/palgrave.jt.5740026