Economics at your fingertips  

Marketing performance measurement: evolution of research and practice

Bruce H. Clark, Tim Ambler

International Journal of Business Performance Management, 2001, vol. 3, issue 2/3/4, 231-244

Abstract: This article reviews the evolution of marketing performance measurement from both research and practitioner perspectives. We find four historical research stages that have evolved in sequence but now continue concurrently, and explore how firms evolve their use of marketing performance measures. Practitioners increasingly regard effectiveness as more important than efficiency in marketing performance. The paper extrapolates that evolution to suggest future directions for practitioners. Identifying the impact of performance measurement systems over time is a critical issue for both research and improved practice.

Keywords: performance measurement; marketing; history; evolution; metrics; practice. (search for similar items in EconPapers)
Date: 2001
References: Add references at CitEc
Citations View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link) (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

More articles in International Journal of Business Performance Management from Inderscience Enterprises Ltd
Series data maintained by Darren Simpson ().

Page updated 2017-09-29
Handle: RePEc:ids:ijbpma:v:3:y:2001:i:2/3/4:p:231-244