Chapter 32: Marketing metrics for B2B firms
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Marketing metrics important to marketing managers, who are accountable for the return on investment of marketing investments. A large body of work in marketing over the past few decades on the various marketing metrics. However, many of these marketing metrics have largely been developed in the context of B2C firms. This raises questions about the relevance and applicability of marketing metrics scholarship's findings to B2B firms, that are different in terms of customers, products, buyer behaviors, and marketing systems. We discuss the key distinctive features of B2B firms and identify research opportunities in marketing metrics for B2B firms. We identify and discuss the effects of developments in the environment that, we anticipate, will affect B2B marketing metrics. We hope that the identification of research questions stimulate work in this important area.

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