Julkaisut
Johanna Frösén, Matti Jaakkola, Antti Vassinen, Petri Parvinen & Jaakko Aspara: Use and Perceived Importance of Marketing Metrics in Different Business Settings (15.12.2008)
Marketing metrics that link marketing activities to business performance are key to integrating marketing management with the firm’s decision-making and operating process. Earlier studies (Ambler et al. 2002; 2004) have found a connection between top management orientation and the metrics used, moderated by business sector. Using empirical evidence from an extensive survey of 1119 Finnish companies, this paper examines the role of business sector and external turbulence as mediating factors, identifying that sector and nation-specific turbulence influence the use and perceived importance of marketing metrics.
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