What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?

摘要: Abstract To increase marketing's accountability, Journal of Marketing, Marketing Science Institute, and the Institute for Study Business Markets have advocated development marketing metrics linking marketing-mix activities with financial metrics. Although field has made progress, researchers paid less attention to what drives managerial use whether metric is associated performance. The authors propose a conceptual model that links firm strategy, orientation, type activity, managerial, firm, environmental characteristics use, which in turn are linked performance activities. An analysis 1287 reported by 439 U.S. managers reveals more useful than explaining...