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Assessing marketing performance: don't settle for a silver metric
1 references·16 citing·52 second hop
Assessing marketing performance: don't settle for a silver metric (2008)Assessing marketing performance: don't se…Managing Brand Equity (1991)Managing Brand EquityMarketing performance assessment and accountability: Process and outcomes (2021)Marketing performance assessm…Which consumer feedback metrics are the most valuable in driving consumer expenditure in the tourism industries? A view from macroeconomic perspective (2020)Which consumer feedback metri…Marketing intensity and firm performance: Contrasting the insights based on actual marketing expenditure and its SG&A proxy (2020)Marketing intensity and firm …The Misuse of Accounting-Based Approximations of Tobin’s q in a World of Market-Based Assets (2018)The Misuse of Accounting-Base…The use of Web analytics for digital marketing performance measurement (2015)The use of Web analytics for …The predictive ability of different customer feedback metrics for retention (2015)The predictive ability of dif…Creating or destroying value through mergers and acquisitions: A marketing perspective (2015)Creating or destroying value …The mental footprint of marketing in the boardroom (2014)The mental footprint of marke…Marketing performance assessment systems and the business context (2013)Marketing performance assessm…Measuring return on investment (ROI) of organizations’ internal communication efforts (2012)Measuring return on investmen…Winning through innovation and marketing: Lessons from Australia and Vietnam (2011)Winning through innovation an…Reflections on international marketing: destructive regeneration and multinational firms (2011)Reflections on international …Taking the customer into account: Transcending the construction of the customer through the promotion of self-accounting (2010)Taking the customer into acco…Measuring marketing performance: a review and a framework (2010)Measuring marketing performan…Marketing metrics: Insights from Brazilian managers (2010)Marketing metrics: Insights f…Customer assets and customer equity: Management and measurement issues (2010)Customer assets and customer …Case Study Research: Design and Methods (1984)The Hubris Hypothesis of Corporate Takeovers (1986)Performance measurement system design (1995)Value creation and appropriation following M&A: A data envelopment analysis (2016)Brand management in mergers and acquisitions (2018)Elevating B2B branding in a global context: Integrating existing literature and proposing a forward-thinking conceptual framework (2024)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Firm Resources and Sustained Competitive Advantage (1991)Firm resources and sustained competitive advantage (2004)Commercializing a radical innovation: Probing the way to the market (2014)Understanding the links among innovation performance, market performance and financial performance (2016)The effect of export marketing capabilities on export performance: Moderating role of dysfunctional competition (2017)Estimating Nonresponse Bias in Mail Surveys (1977)The balanced scorecard : measures that drive performance (1992)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Model-based organizational decision making: A behavioral lens (2015)Examining the link between marketing controls and firm performance: The mediating effect of market-focused learning capability (2019)Qualitative Data Analysis: A Sourcebook of New Methods (1986)Qualitative Data Analysis: A Methods Sourcebook (1988)Digital marketing for B2B organizations: structured literature review and future research directions (2020)The digital marketing capabilities gap (2020)The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro (2020)The Commitment-Trust Theory of Relationship Marketing (1994)Brand signalling: An antecedent of employee brand understanding (2018)Financial innovations and bank performance in Kenya: Evidence from branchless banking models (2018)Transformational Leadership During the COVID-19 Pandemic: Strengthening Employee Engagement Through Internal Communication (2022)The Antecedents and Consequences of Customer Satisfaction for Firms (1993)Corporate Social Responsibility, Customer Satisfaction, and Market Value (2006)Sustainable Supply Chain Management and Organizational Performance: The Intermediary Role of Competitive Advantage (2019)The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment (2019)How do ESG pillars impact firms’ marketing performance? 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References

  • 1991Managing Brand Equity3,818 cited

Cited by

  • 2015The use of Web analytics for digital marketing performance measurement364 cited
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  • 2011Reflections on international marketing: destructive regeneration and multinational firms72 cited
  • 2015Creating or destroying value through mergers and acquisitions: A marketing perspective66 cited
  • 2012Measuring return on investment (ROI) of organizations’ internal communication efforts60 cited
  • 2010Marketing metrics: Insights from Brazilian managers60 cited
  • 2013Marketing performance assessment systems and the business context56 cited
  • 2020Marketing intensity and firm performance: Contrasting the insights based on actual marketing expenditure and its SG&A proxy52 cited
  • 2021Marketing performance assessment and accountability: Process and outcomes51 cited
  • 2020Which consumer feedback metrics are the most valuable in driving consumer expenditure in the tourism industries? A view from macroeconomic perspective46 cited
  • 2010Taking the customer into account: Transcending the construction of the customer through the promotion of self-accounting

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45 cited
  • 2018The Misuse of Accounting-Based Approximations of Tobin’s q in a World of Market-Based Assets45 cited
  • 2014The mental footprint of marketing in the boardroom41 cited
  • 2010Customer assets and customer equity: Management and measurement issues41 cited