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An integrative marketing channel performance measurement framework
journal contribution
posted on 2006-01-01, 00:00 authored by Michael ValosMichael Valos, Andrea VocinoAndrea VocinoThis paper proposes a number of channel performance measurement research propositions. The paper reviews the strategy implementation, strategic control, marketing metrics, marketing channels and performance measurement literature to develop a conceptual model and research propositions. Current channel performance measurement guidelines are too generic for marketing managers and too reliant on financial measures. The introduction of contextual variables such as strategy, culture and manager's personality may provide measures more useful for an individual company's context and requirements. The alignment of channel measures with business strategy should result in more effective and efficient use of channel resources.
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Journal
Journal of database marketing & customer strategy managementVolume
14Issue
1Pagination
17 - 28Publisher
Palgrave Macmillan LtdLocation
London, EnglandPublisher DOI
ISSN
1741-2439eISSN
1741-2447Language
engPublication classification
C1 Refereed article in a scholarly journalCopyright notice
2006, Palgrave MacmillanUsage metrics
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