IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v2y2010i2p42-49n6.html
   My bibliography  Save this article

Proving Marketing Success Pays Off! Marketing Performance Measurement and its Effects on Marketing’s Stature and Firm Success

Author

Listed:
  • O’Sullivan Don

    (Associate Professor of Marketing, Melbourne Business School, University of Melbourne, Australia)

  • Abela Andrew V.

    (Assistant Professor of Marketing, Catholic University of America; Washington D.C., USA)

Abstract

It has been widely argued that an inability to account for marketing’s contribution has undermined its standing within the company. Furthermore, the effect of marketing activities on business success is underestimated. To respond to this pressure, marketers are investing in the development of performance measurement abilities. In this study of senior marketing managers in high-tech firms, the effect of the ability to measure marketing performance against business performance is examined. The authors also explore the effect of the ability to measure marketing against marketing’s status within the company. Results indicate that this ability is essential given that it has a significant impact on company performance, profitability, stock returns, and marketing’s stature within the company. Considering these effects, the closing managerial implications are highly relevant for marketing professionals

Suggested Citation

  • O’Sullivan Don & Abela Andrew V., 2010. "Proving Marketing Success Pays Off! Marketing Performance Measurement and its Effects on Marketing’s Stature and Firm Success," GfK Marketing Intelligence Review, Sciendo, vol. 2(2), pages 42-49, November.
    • Handle: RePEc:vrs:gfkmir:v:2:y:2010:i:2:p:42-49:n:6
    DOI: 10.2478/gfkmir-2014-0062
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/gfkmir-2014-0062
    Download Restriction: no
    File URL: https://libkey.io/10.2478/gfkmir-2014-0062?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:2:y:2010:i:2:p:42-49:n:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.