Abstract
The severe consequences of the recent recession have led to a heated debate on the suitability of traditional financial metrics both among academics and practitioners (Ambler, 2010; Danielson et al., 2008; Davidson, 2009; McDonald, 2010). It is believed that as a result of the recent economic downturn, top-level managers have become increasingly aware of the malpractices resulting from the reliance on purely financial numbers only (see van Doorn et al., 2010). What is missing is a study that thoroughly explores and defines the phenomenon of financial and marketing metrics in the context of the recent recession. A research agenda is suggested to study whether senior-level managers are guided by a set of marketing metrics or whether the traditional financial metrics still dominate in organisations. In particular, this agenda lists five research issues that deserve the attention of current and future marketing research.
Published Version
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