Assessing marketing performance: Don't settle for a silver metric

Journal of Marketing Management

Volumn 24, Issue 7-8, 2008, Pages 733-750

  Ambler, Tim ^a   Roberts, John H ^b  

^a LONDON BUSINESS SCHOOL   (United Kingdom)

^b UNIVERSITY OF NEW SOUTH WALES   (Australia)

Author keywords

Brand Equity; DCF; Marketing; Measurement; Metrics; Performance; ROI

Indexed keywords

EID: 77956825784     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1362/026725708X345498     Document Type: Article

References (54)

1. Aaker, David A. (1991), Managing Brand Equity. New York: Free Press.
2. Aaker, David A. (1996), Building Strong Brands, New York: Free Press.
3. nd edition. London: FT Prentice Hall.
4. Ambler, Tim, Bhattacharya, C. B., Edell, Julie, Keller, Kevin Lane, Lemon, Katherine N. and Mittal, Vitas (2002), "Relating Brand and Customer Perspectives on Marketing Management., " Journal of Service Research, Vol. 5, No. 1 (August), pp. 13-25.
5. American Marketing Association (2005), "Marketing Accountability Study: White Paper, " Chicago, ILL.: American Marketing Association.
6. American Marketing Association (2006), "Marketing Definitions. " Available at: http://www. marketingpower. com/content4620. php [Accessed June 29 2006].
7. ASB (2007), A Review of Narrative Reporting by UK Listed Companies in 2006, London, UK: Accounting Standards Board, January 2007.
8. Bahadir, Suleyman Cem, and Tuli, Kapil R. (2002), "Measuring Marketing Productivity: Linking Marketing to Financial Returns, " Cambridge, Mass: Marketing Science Institute, Conference Summary Report No. 02-119.
9. Balasubramanian, Siva K., Mathur, Ike and Thakur, Ramendra (2005), "The Impact of High-Quality Firm Achievements on Shareholder Value: Focus on Malcolm Baldrige and J. D. Power and Associates Awards, " Journal of the Academy of Marketing Science, Vol. 33, No. 4, pp. 413-422.
10. Blackett, Tom (1989), "The Nature of Brands. " In: Murphy, J. (ed.), Brand Valuation, London: Hutchinson Business Books, pp. 1-11.
11. Brigham, Eugene F., and Crum, Roy L. (1978), "Reply to Comments on 'Use of the CAPM in Public Utility Rate Cases,'" Financial Management, Vol. 7, No. 3 (Autumn), pp. 72-76.
12. Bruno, Hernan A., Parthasarathi, Unmish and Singh, Nisha (2005), "Does Marketing Measure Up? Performance Metrics: Practices and Impacts, " Cambridge, Mass: Marketing Science Institute, Conference Summary Report No. 05-301.
13. Buzzell, Robert D., and Gale, Bradley T. (1987), The PIMS Principles: Linking Strategy to Performance, New York, NY: Free Press.
14. Church, Roy A. (1995), The Rise and Decline of the British Motor Industry, Cambridge: Cambridge University Press.
15. Clark, Bruce, Abela, Andrew and Ambler, Tim (2006), "Behind the wheel, " Marketing Management, Vol. 15, No. 3 (May/June), pp. 18-23.
16. Debruyne, Marion, and Hubbard, Katrina (2000), "Marketing Metrics, " Cambridge, Mass: Marketing Science Institute, Conference Summary Report No. 00-119.
17. st Century Business. Gabriola Is., British Columbia: New Society Publishers.
18. Farquhar, Peter H. (1990), "Managing Brand Equity, " Journal of Advertising Research, Vol. 30, No. 4 (August/September), pp. 7-12.
19. Farrington, Colin (2004), "The Language Barrier, " FT Creative Business, June 1st 2004, p. 15.
20. Franzen, G and Holzhauer, F. (1987), Het merk I (tekens, namen en merken), The Netherlands: Kluwer Bedrijftswetenschappen B. V.
21. Gale, Bradley T. (1994), "The Importance of Market-Perceived Quality, " In: Stobart P., (ed.), Brand Power, London and Basingstoke: Macmillan. pp. 65-84.
22. Gardner, Burleigh B. and Levy, Sidney J. (1955), "The Product and the Brand, " Harvard Business Review, Vol. 33, No. 2 (March/April), pp. 33-39.
23. Gupta, Sunil, and Lehmann, Donald R. (2005), Managing Customers as Investments, Upper Saddle River, N. J.: Wharton School Press.
24. Kamakura, Wagner A. and Russell, Gary J. (1993), "Measuring Brand Value with Scanner Data, " International Journal of Research in Marketing, Vol. 10, No. 1, pp. 9-22.
25. Kapferer, Jean Noel. (1992), Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, London: Kogan Page.
26. Kaplan, Robert S., and Norton, David P. (2000), "Having Trouble with Your Strategy? Then Map It, " Harvard Business Review Vol. 78, No. 5 (September-October), pp. 167-76.
27. Keller, Kevin Lane (1993), "Conceptualizing, Measuring and Managing Customer-Based Brand Equity, " Journal of Marketing, Vol. 57, No. 1 (January), pp. 1-22.
28. King, Stephen (1973), Developing New Brands, London: Pitman.
29. Kotler, Philip (1994), Marketing Management: Analysis, Planning and Control, 8th edition, Englewood Cliffs, NJ: Prentice Hall.
30. th edition, Pearson Prentice Hall: Upper Saddle River, NJ.
31. Kudlow, Larry (2005), Available at: http://www. returnoncustomer. com/view. aspx?ItemID=28876 [Accessed 29th June 2006].
32. Lehmann, Donald R., and Reibstein, David J. (2006), Marketing Metrics and Financial Performance, Cambridge, Mass: Marketing Science Institute.
33. Leuthesser, Lance (1988), "Defining, Measuring, and Managing Brand Equity. Summary of Marketing Science Institute Conference, " Report No. 88-104, Cambridge, MA: Marketing Science Institute.
34. McCarthy, Jerome E. (1960), Basic Marketing: A Managerial Approach, Homewood, ILL.: Richard D. Irwin.
35. McCarthy, Jerome E. and Perreault Jr., William D. (1991), Basic Marketing: A Managerial Approach, Homewood, ILL.: Richard D. Irwin.
36. McGovern Gail J, Court, David, Quelch, John and Crawford, Blair (2004), "Bringing Customers into the Boardroom, " Harvard Business Review, Vol. 82, No. 11 (November) p. 70.
37. Morgan, Neil A., Clark, Bruce H. and Gooner, Rich (2002), "Marketing Productivity, Marketing Audits, and Systems for Marketing Performance Assessment: Integrating Multiple Perspectives, " Journal of Business Research, Vol. 55, No. 5, pp. 363-75.
38. Murphy, John M. (1990), Brand Strategy, Cambridge: Director Books (Fitzwilliam Publishing).
39. Park, Chan Su and Srinivasan, V. (1994), "A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility, " Journal of Marketing Research, Vol. 31, No. 2 (May), pp. 271-288.
40. Pearson, Stewart (1996), Building Brands Directly, London: Macmillan.
41. nd edition. South Melbourne, Victoria, Australia: Addison Wesley Longman, p. 1050.
42. Peppers, Don (2005), "SPSS Predictive Analytics Summit: The Case for Real Time Marketing, " March 3rd 2005, Copenhagen.
43. Peppers, Don, and Rogers, Martha (2005), Return on Customer: Creating Maximum Value from Your Scarcest Resource, Singapore Marshall Cavendish.
44. Peppers, Don, and Rogers, Martha (2006), "Response to Ambler and Roberts' Beware the Silver Metric, " Cambridge, Mass: Marketing Science Working Paper 06-114.
45. Penman, Stephen H. (2004), Financial Statement Analysis and Security Valuation, 2nd edition, Boston, Mass.: McGraw Hill Irwin.
46. rd edition, London, UK: Premier Books.
47. Reibstein, David, Norton, David, Joshi, Yogesh and Farris, Paul (2005), "Marketing Dashboards: A Decision Support System for Assessing Marketing Productivity, " Philadelphia, PENN.: Wharton School Working Paper.
48. Riezebos, H. J. (1994) Brand-Added Value: Theory and Empirical Research About the Value of Brands to Consumers, Eburon Delft, PhD Series in General Management No. 9, Rotterdam School of Management.
49. Rust, Roland T., Lemon, Katherine N. and Zeithaml, Valarie A. (2004), "Return on Marketing: Using Customer Equity to Focus Marketing Strategy, " Journal of Marketing, Vol. 68, No. 1, pp. 109-27.
50. Sawhney, Mohanbir, and Zabin, Jeff (2002), "Managing and Measuring Relational Equity in the Network Economy, " Journal of the Academy of Marketing Science, Vol. 30, No. 4, pp. 313-332.
51. Simon, Carol J. and Sullivan, Mary L. (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach, " Marketing Science, Vol. 12, No. 1, pp. 28-52.
52. Srinivasan, V. (1979), "Network Models for Estimating Brand Specific Effects in Multi-Attribute Marketing Models, " Management Science, Vol. 25, No. 1 (January), pp. 11-21.
53. Srivastava, Rajendra K. and Reibstein, David J. (2005), "Metrics for Linking Marketing to Financial Performance, " Cambridge, Mass: Marketing Science Institute, Special Report No. 05-200e.
54. Venkatesan, Rajkumar and Kumar, V. (2004), "A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy, " Journal of Marketing, Vol. 68, No. 4, pp. 106-25.