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11 - Choosing marketing dashboard metrics

Published online by Cambridge University Press:  22 September 2009

By
Tim Ambler  and
John Roberts
Edited by
Andy Neely
Tim Ambler
Affiliation:
Senior Fellow London Business School, UK
John Roberts
Affiliation:
Professor of Marketing London Business School, UK
Andy Neely
Affiliation:
Cranfield University, UK
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Summary

Introduction

Marketing can be defined in many ways. Some see it as what the marketing department does, but different companies set different tasks for their specialist marketers and some have none at all. Others define marketing according to specific types of expenditure, such as advertising, promotion or market research, but this narrows “marketing” considerably, especially for firms that do not undertake those functions. Marketing has been defined for centuries – and well before marketing departments – as going to the marketplace with products for sale, selling them and returning with the resultant cash. Originally the term was used the other way about (taking cash and returning with products), but that is archaic, and this chapter defines “marketing” in this broad and traditional way – namely sourcing and harvesting cash flow as a result of pleasing customers and outdoing competitors (Ambler, 2003).

All organizations market their wares in this sense whether they recognize it or not. Not-for-profit organizations, such as charities, need inward cash flow just as much as traditional for-profit businesses. Marketing “performance” is, therefore, the extent to which the organization is succeeding with its short- and long-term inward cash goals compared with the resources being consumed in so doing. This may or may not have much to do with the marketing department, which, for example, may not be entrusted with pricing decisions or product development. This chapter therefore assumes that marketing is crucial and that its performance needs to be measured and monitored.

Type
Chapter
Information
Business Performance Measurement
Unifying Theory and Integrating Practice
 , pp. 239 - 260
Publisher: Cambridge University Press
Print publication year: 2007

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