An Integrative Marketing Channel Performance Measurement Framework
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CONTRIBUTORS:
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JOURNAL:
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Journal of Database Marketing & Customer Strategy Management,
14(1),
17 -
28.
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YEAR:
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2006
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PUB TYPE:
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Journal Article
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SUBJECT(S):
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strategy implementation, marketing channels, strategic control, performance measurement, marketing metrics
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DISCIPLINE:
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No discipline assigned
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HTTP:
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http://dx.doi.org/10.1057/palgrave.dbm.3250037
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LANGUAGE:
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English
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PUB ID:
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103-431-536
(Last edited on
2007/01/27 03:01:10 US/Mountain)
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SPONSOR(S):
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ABSTRACT:
This paper proposes a number of channel performance measurement research propositions. The paper reviews the strategy implementation, strategic control, marketing metrics, marketing channels and performance measurement literature to develop a conceptual model and research propositions. Current channel performance measurement guidelines are too generic for marketing managers and too reliant on financial measures. The introduction of contextual variables such as strategy, culture and manager's personality may provide measures more useful for an individual company's context and requirements. The alignment of channel measures with business strategy should result in more effective and efficient use of channel resources
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