Marketing performance measurement.
By Dublin City University
Dublin City University. (2009). Marketing performance measurement. Journal of Strategic Marketing. https://www.dcu.ie/sites/default/files/marketing/pdfs/marketing_performance_measurement.pdf
This scholarly article explores frameworks for evaluating marketing effectiveness. It addresses the historical difficulty of linking marketing activities directly to financial outcomes. The authors propose a multi-dimensional approach incorporating both short-term metrics like sales volume and long-term indicators like brand equity. By reviewing various academic models, the paper clarifies the role of dashboards in fostering accountability. Foundation principles remain relevant for contemporary researchers.