Fiche du document
3 avril 2013
- handle: 10670/1.ecdnim
- isbn: 9782874631191
- eisbn: 9782875581839
https://www.openedition.org/12554 , info:eu-repo/semantics/openAccess
Mots-clés
Internet marché marketing globalisation économique économie de marché trade economics globalisation Internet marketing Business, Finance BUS090010 KJESujets proches
Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCiter ce document
Jean-Jacques Lambin, « Chapter 5. Measuring operational marketing performance », Presses universitaires de Louvain, ID : 10670/1.ecdnim
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Résumé
The objective of this chapter is to raise the issue of marketing accountability. A central problem in business today is that marketing lacks the kind of accountability and metrics common to the rest of the corporation. For a very long time, this imprecision has been tolerated and has been excused because marketing was supposed to be inherently “creative”. Yet, as marketing consumes a larger and larger portion of the firm budget, the imperative grows to quantify marketing’s direct contribution...