Using financial measures to assess the marketing effectiveness

Ilona Bondos

Abstract


The evaluation of the effectiveness of marketing action is the great challenge for marketers. This article aims to present a new approach to this problem. As a result of market changes there was a need to use financial measures in assessing the effects of marketing. The author attempts to explain why the financial dimension is so important for a correct assessment of marketing effectiveness. The author does not indicate the ideal solution for a correct assessment of the marketing effectiveness, because it does not exist.

Keywords


marketing effectiveness; marketing performance measurement; financial measures; marketing transparency

Full Text:

PDF (Język Polski)

References


Ambler T., Kokkinaki F., Puntoni S., Assessing marketing performance: reasons for metric selection, “Journal of Marketing Management” 2004, nr 20.

Baran R., Koszty i efekty działań marketingowych, [w:] Marketing. Koncepcja skutecznych działań, L. Garbarski (red.), PWE, Warszawa 2011.

Baran R., Pomiar efektów marketingu, „Marketing i Rynek” 2006, nr 8.

Bohari A.M., Rainis R., Marimuthu M., Customer lifetime value model in perspective of firm and customer: practical issues and limitation on prospecting profitable customers of hypermarket business, “International Journal of Business & Management” 2011, vol. 6, no. 8.

Chang W., Chang Ch., Li Q., Customer lifetime value: A review, “Social Behavior and Personality: An International Journal” 2012, vol. 40, no. 7.

Cook V.A., Talluri V.S., How to pursuit of ROMI is changing marketing management, “Journal of Advertising Research” 2003, nr 3.

Court D.C., Gordon J.W., Perrey J., Boosting returns on marketing investment, “McKinsey Quarterly” 2005, nr 2.

Doyle P., Marketing wartości, Wydawnictwo Felberg SJA, Warszawa 2003.

Lehmann D.R., Metrics for making marketing matter, “Journal of Marketing” 2004, nr 4.

Lenskold J.D., Align marketing witch financial performance, “Marketing Management” 2007, nr 3.

Lenskold J.D., Marketing ROI – Playing to win, “Marketing Management” 2002, nr 3.

Lovett M.J., MacDonald J.B., How does financial performance affect marketing? Studying the marketing – financial relationship from a dynamic perspective, “Journal of the Academy of Marketing Science” 2005, nr 4.

Petersen J.A. i in., Choosing the right metrics to maximize profitability and shareholder value, “Journal of Retailing” 2009, nr 85.

Sampaio C.H. i in., Marketing metrics: insights from Brazilian managers, “Industrial Marketing Management” 2011, nr 40.

Seggie S.H., Cavusgil E., Phelan S.E., Measurement of return on marketing investment: a conceptual framework and the future for marketing metrics, “Industrial Marketing Management” 2007, nr 36.

Shugan S.M., Finance, operations and marketing conflicts in service firms, “Journal of Marketing” 2004, nr 1.

Srivastava R.K., Reibstein D.J., Joshi Y.V., Linking marketing metrics to financial performance, http://www.zibs.com/techreports/Linking%20Marketing%20Metrics%20to%20Financial%20

Performance.pdf (dostęp: 14.12.2012).

Stewart D.A., Marketing accountability: linking marketing actions to financial results, “Journal of Business Research” 2009, nr 62.

Wrzosek W. (red.), Efektywność marketingu, PWE, Warszawa 2005.

Wrzosek W., Wokół efektów marketingu, „Marketing i Rynek” 2006, nr 5.

Zeithaml V.A. i in., Forward looking focus: can firms have adaptive foresight?, “Journal of Service Research” 2006, nr 2.




DOI: http://dx.doi.org/10.17951/h.2014.48.1.35
Data publikacji: 2015-04-27 14:05:01
Data złożenia artykułu: 2015-04-14 21:03:04


Statistics


Total abstract view - 404
Downloads (from 2020-06-17) - PDF (Język Polski) - 0

Indicators



Refbacks

  • There are currently no refbacks.


Copyright (c) 2015 Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia