“What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices

Marketing accountability and the measurement of marketing performance have long been reported as a significant challenge for management globally. To address the increasing demand for marketing accountability, companies across the world are investing resources in developing and improving their market...

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Autores principales:	Xiaoning Liang, Yuhui Gao, Qing Shan Ding
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2018
Materias:	marketing performance metrics marketing capabilities firm performance Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/4cb51c44cd2144b09d919c9f86ca50b6
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id	oai:doaj.org-article:4cb51c44cd2144b09d919c9f86ca50b6
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spelling	oai:doaj.org-article:4cb51c44cd2144b09d919c9f86ca50b62021-12-02T14:35:48Z“What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices2331-197510.1080/23311975.2018.1503221https://doaj.org/article/4cb51c44cd2144b09d919c9f86ca50b62018-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2018.1503221https://doaj.org/toc/2331-1975Marketing accountability and the measurement of marketing performance have long been reported as a significant challenge for management globally. To address the increasing demand for marketing accountability, companies across the world are investing resources in developing and improving their marketing performance measurement (MPM) practices. MPM practices in Irish firms were reported to be less well developed than those reported in other countries. This study aims to investigate if and how MPM practices have changed since then, by means of a comparative analysis which contrasts secondary data collected by O'Sullivan in 2007 and primary data collected in 2015. This study also seeks to examine the impact of MPM practices on firms’ marketing capabilities and firm performance. Based on survey data collected from 210 Irish managers, this study finds that companies adopting comprehensive MPM practices tend to develop enhanced marketing capabilities and achieve better firm performance than those adopting less comprehensive MPM practices.Xiaoning LiangYuhui GaoQing Shan DingTaylor & Francis Grouparticlemarketing performancemetricsmarketing capabilitiesfirm performanceBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 5, Iss 1 (2018)
institution	DOAJ
collection	DOAJ
language	EN
topic	marketing performance metrics marketing capabilities firm performance Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	marketing performance metrics marketing capabilities firm performance Business HF5001-6182 Management. Industrial management HD28-70 Xiaoning Liang Yuhui Gao Qing Shan Ding “What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices
description	Marketing accountability and the measurement of marketing performance have long been reported as a significant challenge for management globally. To address the increasing demand for marketing accountability, companies across the world are investing resources in developing and improving their marketing performance measurement (MPM) practices. MPM practices in Irish firms were reported to be less well developed than those reported in other countries. This study aims to investigate if and how MPM practices have changed since then, by means of a comparative analysis which contrasts secondary data collected by O'Sullivan in 2007 and primary data collected in 2015. This study also seeks to examine the impact of MPM practices on firms’ marketing capabilities and firm performance. Based on survey data collected from 210 Irish managers, this study finds that companies adopting comprehensive MPM practices tend to develop enhanced marketing capabilities and achieve better firm performance than those adopting less comprehensive MPM practices.
format	article
author	Xiaoning Liang Yuhui Gao Qing Shan Ding
author_facet	Xiaoning Liang Yuhui Gao Qing Shan Ding
author_sort	Xiaoning Liang
title	“What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices
title_short	“What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices
title_full	“What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices
title_fullStr	“What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices
title_full_unstemmed	“What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices
title_sort	“what you measure is what you will get”?:exploring the effectiveness of marketing performance measurement practices
publisher	Taylor & Francis Group
publishDate	2018
url	https://doaj.org/article/4cb51c44cd2144b09d919c9f86ca50b6
work_keys_str_mv	AT xiaoningliang whatyoumeasureiswhatyouwillgetexploringtheeffectivenessofmarketingperformancemeasurementpractices AT yuhuigao whatyoumeasureiswhatyouwillgetexploringtheeffectivenessofmarketingperformancemeasurementpractices AT qingshanding whatyoumeasureiswhatyouwillgetexploringtheeffectivenessofmarketingperformancemeasurementpractices
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“What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices

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