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Intermediate Marketing Outcome Measures and Metrics

  • David W. StewartEmail author
Chapter
Part of the Palgrave Studies in Marketing, Organizations and Society book series (PSMOS)

Abstract

Financial metrics are not the only measures of marketing outcomes. There are many measures of marketing outcomes in use today. This chapter explores some common measures of intermediate marketing outcomes used to assess the performance of marketing and the effects of marketing actions. It also places these measures within a conceptual framework that identifies how various measures may, or may not, be useful and when they may be helpful.

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

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