[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/eee/eurman/v22y2004i3p257-262.html
   My bibliography  Save this article

Marketing Metrics:: Status of Six Metrics in Five Countries

Author

Listed:
  • Barwise, Patrick
  • Farley, John U.
Abstract
A study of marketing expenditure in five industrial countries found that most firms regularly report one or more of six marketing metrics to the Board. Market share (79 per cent) and perceived product/service quality (77 per cent) are most used, while estimated customer or segment lifetime value is reported used by only 40 per cent of firms. There are significant country differences, with German firms claiming to be the heaviest users and Japanese firms the lightest. There is a consistent pattern of intended increased use in the future for all metrics in all countries. Statistical analysis suggests that the six metrics are complementary in practice: most firms adopting metrics tend to measure several rather than picking just one, the average being 3.9 out of the six studied here. The paper concludes with suggested areas for future research.

Suggested Citation

  • Barwise, Patrick & Farley, John U., 2004. "Marketing Metrics:: Status of Six Metrics in Five Countries," European Management Journal, Elsevier, vol. 22(3), pages 257-262, June.
    • Handle: RePEc:eee:eurman:v:22:y:2004:i:3:p:257-262
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0263237304000465
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Angelovska, Nina, 2022. "Return On Investment On Facebook Adds: Quantitative Research," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 13(1), pages 56-66.
    2. Elvira Fetahu, 2014. "Does Marketing Relate To Finance? – “Marketing Is Finance?” Theoretical Perception," European Journal of Business and Economics, Central Bohemia University, vol. 9(2), pages 5011:9-5011, November.
    3. Kozielski Robert, 2016. "Determinants of Business Success – Theoretical Model and Empirical Verification," Folia Oeconomica Stetinensia, Sciendo, vol. 16(1), pages 274-285, December.
    4. Korey Rubenstein, 2017. "The Once and Future Burger King," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 16(2), pages 205-212, December.
    5. Samuel Afriyie & Jianguo Duo & Kingsley Appiah & Abdul-Aziz Ibn Musah, 2018. "The Nexus between Types of Innovation and Marketing Performance of SME in an Emerging Economy," International Review of Management and Marketing, Econjournals, vol. 8(6), pages 78-92.
    6. Bushra Abbasi & Paul R. Messinger & Kishwar Habib, 2024. "Post-Pandemic Retail Design: Human Relationships with Nature and Customer Loyalty—A Case of the Grand Bazaar Tehran," Sustainability, MDPI, vol. 16(10), pages 1-23, May.
    7. František Milichovský, 2017. "Effectiveness of Marketing Mix Activities in Engineering Companies in the Czech Republic," DANUBE: Law and Economics Review, European Association Comenius - EACO, issue 1, pages 45-55, March.
    8. Milichovsky, Frantisek, 2015. "Measuring Indicators for Marketing Effectiveness in Czech Companies || Indicadores para medir la eficacia del marketing en las empresas checas," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 20(1), pages 3-24, December.
    9. Christian Homburg & Martin Artz & Jan Wieseke & Bernhard Schenkel, 2008. "Gestaltung und Erfolgsauswirkungen der Absatzplanung: Eine branchenübergreifende empirische Analyse," Schmalenbach Journal of Business Research, Springer, vol. 60(7), pages 634-670, November.
    10. Gungor Hacioglu & Osman Gök, 2013. "Marketing performance measurement: marketing metrics in Turkish firms," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 14(sup1), pages 413-432, June.
    11. Paola Andrea Ortiz-Rendón & Luz Alexandra Montoya-Restrepo & Jose-Luis Munuera-Alemán, 2020. "A Study of Cognitive Results in Marketing and Finance Students," Simulation & Gaming, , vol. 51(5), pages 666-684, October.
    12. Adam Gaskill & Hume Winzar, 2013. "Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector," SAGE Open, , vol. 3(3), pages 21582440135, September.
    13. Csikósová, Adriana & Čulková, Katarína & Janošková, Mária, 2016. "Evaluation of quantitative indicators of marketing activities in the banking sector," Journal of Business Research, Elsevier, vol. 69(11), pages 5028-5033.
    14. Rakshit, Sandip & Islam, Nazrul & Mondal, Sandeep & Paul, Tripti, 2022. "An integrated social network marketing metric for business-to-business SMEs," Journal of Business Research, Elsevier, vol. 150(C), pages 73-88.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:eurman:v:22:y:2004:i:3:p:257-262. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/115/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.