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2 - Measuring marketing performance: research, practice and challenges

Published online by Cambridge University Press:  22 September 2009

By
Bruce Clark
Edited by
Andy Neely
Bruce Clark
Affiliation:
Associate Professor Marketing Group of the College of Business Administration Northeastern University, USA
Andy Neely
Affiliation:
Cranfield University, UK
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Summary

Introduction: the pressure to measure

It is a heady time for marketing performance measurement. In the past several years the pressure to measure the performance of marketing better has become relentless from both corporate managers and the academics and consultants who work with them. In the United Kingdom several marketing trade organizations recently came together to sponsor the Marketing Metrics project (Ambler, 2003), and the Chartered Institute of Marketing issued its own substantial report on marketing effectiveness (Chartered Institute of Marketing, 2001). In the United States the influential Marketing Science Institute declared marketing metrics a key research priority in four consecutive biennial reports (Marketing Science Institute, 1998, 2000, 2002, 2004), supported by several well-attended joint conferences of academics and practitioners (Debruyne and Hubbard, 2000; Bahadir and Tuli, 2002; Bruno, Parthasarathi and Singh, 2005) and a special section of the October 2004 issue of the Journal of Marketing (Lehmann, 2004). The American Marketing Association followed up with a major study among its members on marketing accountability (American Marketing Association, 2005). Other US-based organizations, such as the Marketing Leadership Council (Marketing Leadership Council, 2001, 2002, 2003) and the CMO (chief marketing officer) Council (CMO Council, 2004), have also issued their own reports on improving performance measurement.

This rush of interest has been driven by a number of factors.

Type
Chapter
Information
Business Performance Measurement
Unifying Theory and Integrating Practice
 , pp. 36 - 63
Publisher: Cambridge University Press
Print publication year: 2007

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