HOW DO MANAGERS USE MARKETING AND FINANCIAL METRICS IN THE CONTEXT OF MARKETING MIX DECISION MAKING?
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2014.07
- 12페이지/
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Markus Lamest, Mairead Brady
영어 초록
The amount of data in companies today in terms of volume, velocity and variety is unique in the history of business. Despite on-going calls for more accountability of the marketing function, there is a lack of studies that examine the role of metrics in order to interpret this data. This study focuses on how marketing metrics and financial metrics are used within organizations to both quantify and to explore data relevant for marketing mix decision-making. An analysis of primary data from six case studies and 29 marketing mix decisions promises to provide a rich understanding of the activities and metrics that are used to trigger and inform managerial decision-making. The aim is to contribute to the body of knowledge on metrics use with the aim of improving managerial decision-making, marketing mix performance and the standing of the marketing function in the firm.
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