Edited by V. Kumar and Denish Shah
Chapter 13: Customer mindset metrics and firm performance
Increasing demands for marketing accountability have created a new sense of urgency for marketers to obtain and analyze the right customer metrics to drive performance growth and demonstrate marketing’s value in a consistent manner (Ambler, 2003). Increasingly, top management requires that marketing view its ultimate purpose as contributing to building customer assets and brand assets that lead to the enhancement of shareholder returns (Srinivasan and Hanssens, 2009). The majority of marketing researchers and practitioners remain divided by the battle line between hard numbers and softer measures such as consumer perceptions, attitudes, and intentions, collectively referred to as customer mindset metrics. For marketers striving to justify their expenditures to top management, quantitative marketing mix models provide solid measures of accountability, with measures such as ‘advertising elasticity’ and ‘return on investment’.
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