Measurement of return on marketing investment: Evolution of approaches and directions for future
Industrial Marketing Management
Seggie, S., Cavusgil, E., & Phelan, S. (2007). Measurement of return on marketing investment: Evolution of approaches and directions for future. Industrial Marketing Management, 36, 834-841.
Please cite this item using this persistent URLhttp://hdl.handle.net/11693/13533
There is growing recognition that firms in the contemporary business environment derive substantial and sustained competitive advantage from a bundle of intangible assets such as knowledge, networks and innovative capability. Measuring the return on such intangible assets has now become imperative for managers. The present manuscript focuses on the measurement of the return on marketing. We first discuss the conditions that make this task a high managerial priority. We then discuss measurement efforts to date, both in general management and marketing. We then offer a conceptual framework that places measurement efforts in a historical perspective. We conclude with a discussion on where the future of marketing metrics lies. © 2006 Elsevier Inc. All rights reserved.
- Department of Management