Research brings novel perspective to measuring marketing performance
Tuesday, April 23, 2013 - 07:30
in Physics & Chemistry
Marketing performance is a multidimensional phenomenon, the control of which requires simultaneous use of multiple performance indicators. In practice, the sets of marketing metrics and control systems used by companies differ substantially from one another. Additionally, the performance implications of using different types of control systems vary from firm to firm: different control systems provide the best results for different types of businesses.