An integrative marketing channel performance measurement framework

Valos, Michael J. and Vocino, Andrea 2006, An integrative marketing channel performance measurement framework, Journal of database marketing & customer strategy management, vol. 14, no. 1, pp. 17-28.

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Title An integrative marketing channel performance measurement framework
Author(s) Valos, Michael J.
Vocino, Andrea
Journal name Journal of database marketing & customer strategy management
Volume number 14
Issue number 1
Start page 17
End page 28
Publisher Palgrave Macmillan Ltd
Place of publication London, England
Publication date 2006
ISSN 1741-2439
1741-2447
Keyword(s) strategy implementation
marketing channels
strategic control
performance measurement
marketing metrics
Summary This 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.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2006, Palgrave Macmillan
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003811

Document type: Journal Article
Collection: School of Management and Marketing
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