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dc.contributor.authorHanssens, D. M.
dc.contributor.authorPauwels, Koen Hendrik
dc.date.accessioned2016-12-06T18:32:36Z
dc.date.available2016-12-06T18:32:36Z
dc.date.issued2016-11
dc.identifier.issn1547-7185
dc.identifier.urihttp://hdl.handle.net/10679/4566
dc.identifier.urihttp://journals.ama.org/doi/abs/10.1509/jm.15.0417?code=amma-site
dc.description.abstractMarketing departments are under increased pressure to demonstrate their economic value to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (e.g., brand awareness), behavioral (e.g., brand loyalty), and financial (e.g., sales revenue) performance metrics, which do not correlate highly with each other. Thus, one metric could view marketing initiatives as successful, whereas another could interpret them as a waste of resources. The resulting ambiguity has several consequences for marketing practice. Among these are that the scope and objectives of marketing differ widely across organizations. There is confusion about the difference between marketing effectiveness and efficiency. Hard and soft metrics and offline and online metrics are typically not integrated. The two dominant tools for marketing impact assessment, response models and experiments, are rarely combined. Risk in marketing planning and execution receives little consideration, and analytic insights are not communicated effectively to drive decisions. The authors first examine how these factors affect both research and practice. They then discuss how the use of marketing analytics can improve marketing decision making at different levels of the organization. The authors identify gaps in marketing’s knowledge base that set the stage for further research and enhanced practice in demonstrating marketing’s value.
dc.language.isoengen_US
dc.relation.ispartofJournal of Marketing
dc.rightsrestrictedAccess
dc.titleDemonstrating the value of marketingen_US
dc.typeArticleen_US
dc.peerreviewedyes
dc.publicationstatuspublished
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume80
dc.identifier.issue6
dc.identifier.startpage173
dc.identifier.endpage190
dc.identifier.wosWOS:000387251700008
dc.identifier.doi10.1509/jm.15.0417
dc.subject.keywordsAccountability
dc.subject.keywordsMarketing effectiveness
dc.subject.keywordsEfficiency
dc.subject.keywordsReturn on marketing investment
dc.subject.keywordsMarketing value assessment
dc.identifier.scopusSCOPUS:2-s2.0-84994840957
dc.contributor.authorMale1


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