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Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives


  • Morgan, Neil A.
  • Clark, Bruce H.
  • Gooner, Rich


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  • Morgan, Neil A. & Clark, Bruce H. & Gooner, Rich, 2002. "Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives," Journal of Business Research, Elsevier, vol. 55(5), pages 363-375, May.
  • Handle: RePEc:eee:jbrese:v:55:y:2002:i:5:p:363-375

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    References listed on IDEAS

    1. Govindarajan, V. & Gupta, Anil K., 1985. "Linking control systems to business unit strategy: impact on performance," Accounting, Organizations and Society, Elsevier, vol. 10(1), pages 51-66, January.
    2. Bhargava, Mukesh & Dubelaar, Chris & Ramaswami, Sridhar, 1994. "Reconciling diverse measures of performance : A conceptual framework and test of a methodology," Journal of Business Research, Elsevier, vol. 31(2-3), pages 235-246.
    3. Govindarajan, V., 1984. "Appropriateness of accounting data in performance evaluation: An empirical examination of environmental uncertainty as an intervening variable," Accounting, Organizations and Society, Elsevier, vol. 9(2), pages 125-135, June.
    4. repec:bla:joares:v::y:1972:i::p:156-182 is not listed on IDEAS
    5. Herremans, Irene M. & Ryans, John Jr., 1995. "The case for better measurement and reporting of marketing performance," Business Horizons, Elsevier, vol. 38(5), pages 51-60.
    6. William G. Ouchi, 1979. "A Conceptual Framework for the Design of Organizational Control Mechanisms," Management Science, INFORMS, vol. 25(9), pages 833-848, September.
    7. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    8. repec:bla:joares:v:21:y:1983:i:2:p:596-605 is not listed on IDEAS
    9. Arie Y. Lewin & John W. Minton, 1986. "Determining Organizational Effectiveness: Another Look, and an Agenda for Research," Management Science, INFORMS, vol. 32(5), pages 514-538, May.
    10. Kathleen M. Eisenhardt, 1985. "Control: Organizational and Economic Approaches," Management Science, INFORMS, vol. 31(2), pages 134-149, February.
    11. Ingemar Dierickx & Karel Cool, 1989. "Asset Stock Accumulation and Sustainability of Competitive Advantage," Management Science, INFORMS, vol. 35(12), pages 1504-1511, December.
    12. Bruce H. Clark & David B. Montgomery, 1998. "Deterrence, Reputations, and Competitive Cognition," Management Science, INFORMS, vol. 44(1), pages 62-82, January.
    13. Dunn, Mark G. & Norburn, David & Birley, Sue, 1994. "The impact of organizational values, goals, and climate on marketing effectiveness," Journal of Business Research, Elsevier, vol. 30(2), pages 131-141, June.
    14. repec:bla:joares:v::y:1972:i::p:189-193 is not listed on IDEAS
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    Cited by:

    1. Mottner, Sandra & Ford, John B., 2005. "Measuring nonprofit marketing strategy performance: the case of museum stores," Journal of Business Research, Elsevier, vol. 58(6), pages 829-840, June.
    2. repec:rom:mancon:v:11:y:2017:i:1:p:462-473 is not listed on IDEAS
    3. Tommaso Pucci & Christian Simoni & Lorenzo Zanni, 2015. "Measuring the relationship between marketing assets, intellectual capital and firm performance," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 19(3), pages 589-616, August.
    4. Jörg Zimmermann & Wolfgang Sofka, 2013. "Knowledge search versus knowledge deployment: How foreignness can be both an asset and a liability for firms," JRC Working Papers on Corporate R&D and Innovation 2013-03, Joint Research Centre (Seville site).
    5. Neil A. Morgan & Lopo Leotte Rego, 2006. "The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance," Marketing Science, INFORMS, vol. 25(5), pages 426-439, September.
    6. repec:aes:icmbdj:v:1:y:2017:i:1:p:192-203 is not listed on IDEAS
    7. Neese, William T. & Ferrell, Linda & Ferrell, O. C., 2005. "An analysis of federal mail and wire fraud cases related to marketing," Journal of Business Research, Elsevier, vol. 58(7), pages 910-918, July.
    8. Ahmadi, Hormoz & O'Cass, Aron & Miles, Morgan P., 2014. "Product resource–capability complementarity, integration mechanisms, and first product advantage," Journal of Business Research, Elsevier, vol. 67(5), pages 704-709.

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