Measuring Marketing Channels

Measuring Marketing Channels

Marketing commonly allude to problems with its accountability and credibility. “The effective dissemination of new methods of assessing marketing productivity to the business community will be a major step toward raising marketing’s vitality in the firm and, more important, toward raising the performance of the firm itself”. Therefore, a better understanding of the assessment of marketing performance could help marketing practitioners to quantify their contribution to the financial performance of firms. A better understanding of research in marketing performance can better enable marketing managers to justify its expense. Given the foregoing, it was determined to

  • review the current status of marketing performance studies.
  • develop a comprehensive, yet concise model to measure the performance of marketing.