Marketing Performance Measurement Ability and Firm Performance
Keywords:
decision making and marketing strategies, firm performance, marketing performance, measurement ability
Abstract
The ability to measure marketing performance has become a pivotal factor influencing a firm’s overall success. This study explores the relationship between marketing performance measurement (MPM) capabilities and firm performance, with a focus on the mechanisms through which MPM drives better decision-making, resource allocation, and competitive advantage. By examining existing literature and case studies, we aim to provide actionable insights for businesses seeking to optimize their marketing strategies through enhanced measurement capabilities.
References
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Ambler, T., & Roberts, J. H. (2008). Assessing marketing performance: Don't settle for a silver metric. Journal of Marketing Management, 24(7-8), 733-750.
Amin Kuncoro, Ratih Milati Ilham & Nanik Ernawati (2023) Metodologi Penelitian Kuantitatif dan Kuantitatif Grounded Theory. CV. Global Health Science Group.
Clark, B. H., Abela, A. V., & Ambler, T. (2006). An approach to assessing marketing performance. Marketing Science, 25(6), 711-725.
Clark, B. H. (2000). Managerial perceptions of marketing performance: Efficiency, adaptability, effectiveness and satisfaction. Journal of Strategic Marketing, 8(1), 3-25.
Clark, B. H. (1999) Marketing Performance Measures: History and Interrelationships. Journal of Marketing Management, 15(8), 711–732.
Davenport, T. H., & Harris, J. G. (2017). Competing on Analytics: The New Science of Winning. Harvard Business Review Press.
Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195.
Hanssens, D. M., Thorpe, J. S., & Finkbeiner, C. (2008). Marketing effectiveness and accountability. Marketing Science Institute Reports, 4(1), 1-15.
Hollos, D., Blome, C., & Foerstl, K. (2012). Does sustainable supplier co-operation affect performance? Examining implications for the triple bottom line. International Journal of Production Research, 50(11), 2968-2986.
Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010)
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Pearson Education.
Kaplan, R. S., & Norton, D. P. (1992). The Balanced Scorecard—Measures that drive performance. Harvard Business Review, 70(1), 71-79.
Kaplan, R. S., & Norton, D. P. (1992)
The Balanced Scorecard: Measures That Drive Performance.
Harvard Business Review, 70(1), 71–79.
Kotler, P., & Keller, K. L. (2016) Marketing Management (15th Edition).
Pearson Education.
Kuncoro, Amin & Agus Aji Samekto (2024) Manajemen strategic. CV. Eureka Media Aksara. Indonesia
Morgan, N. A., Clark, B. H., & Gooner, R. (2002)
Marketing Productivity, Marketing Audits, and Systems for Marketing Performance Assessment: Integrating Multiple Perspectives.
Journal of Business Research, 55(5), 363–375.
Neely, A., Gregory, M., & Platts, K. (1995)
Performance Measurement System Design: A Literature Review and Research Agenda.
International Journal of Operations & Production Management, 15(4), 80–116.
Pauwels, K., Ambler, T., Clark, B. H., et al. (2009). Dashboards as a service: Why marketing needs a standard metric. Journal of Marketing, 73(2), 119-139.
Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1-2), 62-77.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.
Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. Journal of Marketing, 62(1), 2-18.
Verhoef, P. C., Kooge, E., & Walk, N. (2016). Creating Value with Big Data Analytics: Making Smarter Marketing Decisions. Routledge.
Verhoef, P. C., & Leeflang, P. S. H. (2009). Understanding the marketing department’s influence within the firm. Journal of Marketing, 73(2), 14-37.
Wiesel, T., Skiera, B., & Villanueva, J. (2008). Customer equity: An integral part of financial performance analysis. Journal of Marketing, 72(2), 1-14
Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97-121.
Ambler, T., & Roberts, J. H. (2008). Assessing marketing performance: Don't settle for a silver metric. Journal of Marketing Management, 24(7-8), 733-750.
Amin Kuncoro, Ratih Milati Ilham & Nanik Ernawati (2023) Metodologi Penelitian Kuantitatif dan Kuantitatif Grounded Theory. CV. Global Health Science Group.
Clark, B. H., Abela, A. V., & Ambler, T. (2006). An approach to assessing marketing performance. Marketing Science, 25(6), 711-725.
Clark, B. H. (2000). Managerial perceptions of marketing performance: Efficiency, adaptability, effectiveness and satisfaction. Journal of Strategic Marketing, 8(1), 3-25.
Clark, B. H. (1999) Marketing Performance Measures: History and Interrelationships. Journal of Marketing Management, 15(8), 711–732.
Davenport, T. H., & Harris, J. G. (2017). Competing on Analytics: The New Science of Winning. Harvard Business Review Press.
Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195.
Hanssens, D. M., Thorpe, J. S., & Finkbeiner, C. (2008). Marketing effectiveness and accountability. Marketing Science Institute Reports, 4(1), 1-15.
Hollos, D., Blome, C., & Foerstl, K. (2012). Does sustainable supplier co-operation affect performance? Examining implications for the triple bottom line. International Journal of Production Research, 50(11), 2968-2986.
Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010)
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Pearson Education.
Kaplan, R. S., & Norton, D. P. (1992). The Balanced Scorecard—Measures that drive performance. Harvard Business Review, 70(1), 71-79.
Kaplan, R. S., & Norton, D. P. (1992)
The Balanced Scorecard: Measures That Drive Performance.
Harvard Business Review, 70(1), 71–79.
Kotler, P., & Keller, K. L. (2016) Marketing Management (15th Edition).
Pearson Education.
Kuncoro, Amin & Agus Aji Samekto (2024) Manajemen strategic. CV. Eureka Media Aksara. Indonesia
Morgan, N. A., Clark, B. H., & Gooner, R. (2002)
Marketing Productivity, Marketing Audits, and Systems for Marketing Performance Assessment: Integrating Multiple Perspectives.
Journal of Business Research, 55(5), 363–375.
Neely, A., Gregory, M., & Platts, K. (1995)
Performance Measurement System Design: A Literature Review and Research Agenda.
International Journal of Operations & Production Management, 15(4), 80–116.
Pauwels, K., Ambler, T., Clark, B. H., et al. (2009). Dashboards as a service: Why marketing needs a standard metric. Journal of Marketing, 73(2), 119-139.
Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1-2), 62-77.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.
Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. Journal of Marketing, 62(1), 2-18.
Verhoef, P. C., Kooge, E., & Walk, N. (2016). Creating Value with Big Data Analytics: Making Smarter Marketing Decisions. Routledge.
Verhoef, P. C., & Leeflang, P. S. H. (2009). Understanding the marketing department’s influence within the firm. Journal of Marketing, 73(2), 14-37.
Wiesel, T., Skiera, B., & Villanueva, J. (2008). Customer equity: An integral part of financial performance analysis. Journal of Marketing, 72(2), 1-14
Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97-121.
Published
2024-09-30
How to Cite
Kuncoro, A. (2024). Marketing Performance Measurement Ability and Firm Performance. Journal of Economics and Public Health, 3(3), 115-122. https://doi.org/10.37287/jeph.v3i3.5801
Section
Articles
