Considerations upon “marketing metrics”
Most of the time, management is concerned about how the money are spent, not on how the money are generated. Measuring the final results of marketers become an ambitious goal for management, in order to identify and identify the value that the marketers bring to the firm. The marketers’ results...
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| Format: | Article |
| Language: | English |
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Transilvania University Press
2015-12-01
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| Series: | Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences |
| Subjects: | |
| Online Access: | http://webbut.unitbv.ro/Bulletin/Series%20V/BILETIN%20I/17_Tescasiu%20B.pdf |
| Summary: | Most of the time, management is concerned about how the money are spent, not
on how the money are generated. Measuring the final results of marketers become an
ambitious goal for management, in order to identify and identify the value that the marketers
bring to the firm. The marketers’ results are not always able to be evaluated only from the
financial outcomes point of view. That is why it is important to know how to link marketing
actions to quantifiable outcomes, but, also, to asses marketing productivity (the so called
“return of marketing”). This article wants to highlight the importance of marketing metrics
in order to evaluate how marketing returns value to the firm. |
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| ISSN: | 2065-2194 2065-2194 |