Use and Perceived Importance of Marketing Metrics in Different Business Settings

J. Frösén, M. Jaakkola, A. Vassinen, P. Parvinen, J. Aspara

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийстатья в сборнике

Выдержка

Marketing metrics that link marketing activities to business performance are key to integrating marketing management with the firm’s decision-making and operating process. Earlier studies (Ambler et al. 2002; 2004) have found a connection between top management orientation and the metrics used, moderated by business sector. Using empirical evidence from an extensive survey of 1119 Finnish companies, this paper examines the role of business sector and external turbulence as mediating factors, identifying that sector and nation-specific turbulence influence the use and perceived importance of marketing metrics.
Язык оригиналаанглийский
Название основной публикацииAustralia and New Zealand Marketing Academy Conference 2008
ИздательAalto University
Страницы200, 6
СостояниеОпубликовано - 2008
Опубликовано для внешнего пользованияДа

Отпечаток

Marketing metrics
Turbulence
Business sector
Empirical evidence
Factors
Business performance
Marketing activities
Marketing management
Decision making
Top management

Цитировать

Frösén, J., Jaakkola, M., Vassinen, A., Parvinen, P., & Aspara, J. (2008). Use and Perceived Importance of Marketing Metrics in Different Business Settings. В Australia and New Zealand Marketing Academy Conference 2008 (стр. 200, 6). Aalto University.
Frösén, J. ; Jaakkola, M. ; Vassinen, A. ; Parvinen, P. ; Aspara, J. / Use and Perceived Importance of Marketing Metrics in Different Business Settings. Australia and New Zealand Marketing Academy Conference 2008. Aalto University, 2008. стр. 200, 6
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Frösén, J, Jaakkola, M, Vassinen, A, Parvinen, P & Aspara, J 2008, Use and Perceived Importance of Marketing Metrics in Different Business Settings. в Australia and New Zealand Marketing Academy Conference 2008. Aalto University, стр. 200, 6.

Use and Perceived Importance of Marketing Metrics in Different Business Settings. / Frösén, J.; Jaakkola, M.; Vassinen, A.; Parvinen, P.; Aspara, J.

Australia and New Zealand Marketing Academy Conference 2008. Aalto University, 2008. стр. 200, 6.

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийстатья в сборнике

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Frösén J, Jaakkola M, Vassinen A, Parvinen P, Aspara J. Use and Perceived Importance of Marketing Metrics in Different Business Settings. В Australia and New Zealand Marketing Academy Conference 2008. Aalto University. 2008. стр. 200, 6