Abstract
Despite great attention to developing and disseminating techniques for measuring marketing performance, the extent to which these techniques improve strategic performance is little known. The authors report the results of a survey of 139 large organizations regarding their ability to measure brand equity, financial returns, and marketing spending, along with more general practices. They show which practices are positively associated with five different measures of performance. The intensity of through regular review, detailed accounting for marketing spending, and use of performance dashboards have little impact on performance. The strongest returns on measurement appear to arise from reporting the financial results of marketing efforts in general and value of brand equity in particular.
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