کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1028614 | 942319 | 2007 | 8 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
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چکیده انگلیسی
There is growing recognition that firms in the contemporary business environment derive substantial and sustained competitive advantage from a bundle of intangible assets such as knowledge, networks and innovative capability. Measuring the return on such intangible assets has now become imperative for managers. The present manuscript focuses on the measurement of the return on marketing. We first discuss the conditions that make this task a high managerial priority. We then discuss measurement efforts to date, both in general management and marketing. We then offer a conceptual framework that places measurement efforts in a historical perspective. We conclude with a discussion on where the future of marketing metrics lies.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 36, Issue 6, August 2007, Pages 834–841
Journal: Industrial Marketing Management - Volume 36, Issue 6, August 2007, Pages 834–841
نویسندگان
Steven H. Seggie, Erin Cavusgil, Steven E. Phelan,