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Marketing Performance Measures: History and Interrelationships

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Abstract:

This article reviews the history of measuring the performance of marketing in the firm, organised around three themes: the movement from financial to non-financial output measures, the expansion from measuring only marketing outputs to measuring marketing inputs as well, and the evolution from unidimensional to multidimensional measures of performance. Evaluation of this history suggests a need for the marketing community to develop a set of measures small enough to be manageable but large enough to be comprehensive. The paper examines the interrelationships among four important measures and suggests research issues and approaches to aid in this task.

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725799784772594

Publication date: November 1, 1999

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