HACIOĞLU, Güngör Çanakkale Onsekiz Mart Üniversitesi - Biga İİBF - İşletme Bölümü, Turkey

Marketing Metrics: A Literature Review

25635

Marketing’s inability to measure its contribution to firm performance leads to losing its status in the firm, and therefore recently marketing function is under increasing pressure to evaluate its performance and be accountable. In this context, determining appropriate metrics to measure marketing performance is discussed by both marketing practitioners and scholars. The aim of this study is to review the literature on marketing metrics used to measure marketing performance and importance attached to these metrics. Besides, some forces elevating the importance of marketing metrics, difficulties and criticism of measuring marketing performance will be explicated. Also, managerial applications and future research opportunities are presented.

59

Marketing Performance , Marketing Metrics

Journal Of Management an‎d Economics

75