Do not settle for simple assessment: the effects of marketing metric uses on market-sensing capability
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DOI: 10.1108/ejm-04-2021-0233
Abstract: Purpose Despite the availability of many metrics and tools for marketing performance measurement, the way in which firms use their marketing metrics remains underexplored. This study aims to address this gap by empirically establishing the… read more here.
Keywords: market sensing; sensing capability; marketing metrics; market ... See more keywords
Marketing metrics: a meta-synthesis
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DOI: 10.1504/ijbex.2018.10009764
Abstract: The aim is to provide a meta-synthesis that identifies the key financial and marketing metrics, which can be linked to firm performance. The paper examines the existing dimensions from conceptual and empirical literature based on… read more here.
Keywords: meta synthesis; marketing metrics; equity customer; marketing ... See more keywords