• DOI:10.1509/jm.11.0463
Corpus ID: 168019396

What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?

@article{Mintz2013WhatDM,
  title={What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?},
  author={Ofer Mintz and Imran S. Currim},
  journal={Journal of Marketing},
  year={2013},
  volume={77},
  pages={17 - 40}
}

Ofer Mintz, Imran S. Currim

Published 2013

Business

Journal of Marketing

To increase marketing's accountability, Journal of Marketing, Marketing Science Institute, and the Institute for the Study of Business Markets have advocated development of marketing metrics and linking marketing-mix activities with financial metrics. Although the marketing field has made progress, researchers have paid less attention to what drives managerial use of marketing and financial metrics and whether metric use is associated with marketing-mix performance. The authors propose a… CONTINUE READING

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