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Marketing Metrics:: Status of Six Metrics in Five Countries

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  • Barwise, Patrick
  • Farley, John U.

Abstract

A study of marketing expenditure in five industrial countries found that most firms regularly report one or more of six marketing metrics to the Board. Market share (79 per cent) and perceived product/service quality (77 per cent) are most used, while estimated customer or segment lifetime value is reported used by only 40 per cent of firms. There are significant country differences, with German firms claiming to be the heaviest users and Japanese firms the lightest. There is a consistent pattern of intended increased use in the future for all metrics in all countries. Statistical analysis suggests that the six metrics are complementary in practice: most firms adopting metrics tend to measure several rather than picking just one, the average being 3.9 out of the six studied here. The paper concludes with suggested areas for future research.

Suggested Citation

  • Barwise, Patrick & Farley, John U., 2004. "Marketing Metrics:: Status of Six Metrics in Five Countries," European Management Journal, Elsevier, vol. 22(3), pages 257-262, June.
    • Handle: RePEc:eee:eurman:v:22:y:2004:i:3:p:257-262
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    2. František Milichovský, 2017. "Effectiveness of Marketing Mix Activities in Engineering Companies in the Czech Republic," DANUBE: Law and Economics Review, European Association Comenius - EACO, issue 1, pages 45-55, March.
    3. Elvira Fetahu, 2014. "Does Marketing Relate To Finance? – “Marketing Is Finance?” Theoretical Perception," European Journal of Business and Economics, Central Bohemia University, vol. 9(2), pages 5011:9-5011, November.
    4. Kozielski Robert, 2016. "Determinants of Business Success – Theoretical Model and Empirical Verification," Folia Oeconomica Stetinensia, Sciendo, vol. 16(1), pages 274-285, December.
    5. Gungor Hacioglu & Osman Gök, 2013. "Marketing performance measurement: marketing metrics in Turkish firms," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 14(sup1), pages 413-432, June.
    6. Korey Rubenstein, 2017. "The Once and Future Burger King," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 16(2), pages 205-212, December.
    7. Paola Andrea Ortiz-Rendón & Luz Alexandra Montoya-Restrepo & Jose-Luis Munuera-Alemán, 2020. "A Study of Cognitive Results in Marketing and Finance Students," Simulation & Gaming, , vol. 51(5), pages 666-684, October.
    8. Samuel Afriyie & Jianguo Duo & Kingsley Appiah & Abdul-Aziz Ibn Musah, 2018. "The Nexus between Types of Innovation and Marketing Performance of SME in an Emerging Economy," International Review of Management and Marketing, Econjournals, vol. 8(6), pages 78-92.
    9. Adam Gaskill & Hume Winzar, 2013. "Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector," SAGE Open, , vol. 3(3), pages 21582440135, September.
    10. Csikósová, Adriana & Čulková, Katarína & Janošková, Mária, 2016. "Evaluation of quantitative indicators of marketing activities in the banking sector," Journal of Business Research, Elsevier, vol. 69(11), pages 5028-5033.
    11. Rakshit, Sandip & Islam, Nazrul & Mondal, Sandeep & Paul, Tripti, 2022. "An integrated social network marketing metric for business-to-business SMEs," Journal of Business Research, Elsevier, vol. 150(C), pages 73-88.
    12. Milichovsky, Frantisek, 2015. "Measuring Indicators for Marketing Effectiveness in Czech Companies || Indicadores para medir la eficacia del marketing en las empresas checas," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 20(1), pages 3-24, December.
    13. Angelovska, Nina, 2022. "Return On Investment On Facebook Adds: Quantitative Research," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 13(1), pages 56-66.
    14. Christian Homburg & Martin Artz & Jan Wieseke & Bernhard Schenkel, 2008. "Gestaltung und Erfolgsauswirkungen der Absatzplanung: Eine branchenübergreifende empirische Analyse," Schmalenbach Journal of Business Research, Springer, vol. 60(7), pages 634-670, November.

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