Research Handbooks in Business and Management series
Edited by V. Kumar and Denish Shah
Chapter 18: Implementing marketing return metrics in organizations
Marketing managers face pressure from outside their organizations – from customers with unparalleled abilities to find information on products and services and competitors with technologies that can provide superior products and services, all in an environment where the rules and expectations change every moment. Meanwhile, within their organizations, marketing managers face pressure from colleagues – managers in finance and in other functions who expect marketing actions that will deliver more positive results for revenue and for profits. One widely circulated study found that 24 percent of finance managers described marketing as ‘wasteful and unfocused’ and that 35 percent of senior managers considered marketing an expense rather than an investment (ANA, 2007c). No recent studies suggest that those attitudes toward marketing have changed.
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