Engaging marketing in performance measurement

Measuring Business Excellence

Volumn 8, Issue 4, 2004, Pages 63-72

  Woodburn, Diana ^a  

^a CRANFIELD UNIVERSITY   (United Kingdom)

Author keywords

Management accountability; Marketing; Performance measurement (quality); Return on investment

Indexed keywords

EID: 84993090899     PISSN: 13683047     EISSN: None     Source Type: Journal    
DOI: 10.1108/13683040410569424     Document Type: Review

References (8)

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2. Hulbert, J.H., Capon, N. and Piercy, N.F. (2003), Total Integrated Marketing: Breaking the Bounds of Function, 1st edn, Free Press, Simon and Schuster, New York, NY.
3. Kotler, P. (1980), Principles of Marketing, Prentice-Hall, Simon and Schuster, New York, NY.
4. McDonald, M.H.B. (1984), Marketing Plans, Butterworth-Heinemann, Oxford.
5. Radford, C. (1997), “ Marketing's influence within the internal organisation ”, in Marketing Marketing, The Marketing Forum (Oriana), The Guardian, London.
6. Sheth, J.N. (2001), “ Efficacy of financial measures of marketing: it depends on markets and marketing strategies ”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 9 No. 4, pp. 341-356.
7. Tangen, S. (2003), “ An overview of frequently used performance measures ”, Work Study, Vol. 52 No. 7, pp. 347-54
8. Woodburn, D. (1999), “ Benchmarking marketing processes for performance improvement: a new approach from the Chartered Institute of Marketing ”, Journal of Marketing Management, Vol. 15, pp. 779-796.