Department

Marketing and Professional Sales

Document Type

Article

Publication Date

2012

Abstract

As a great source of generating revenue to the organization, it is agreed that marketing not only drives customer's actions but also can be measured in terms of financial equity. Yet, many often view marketing as an expense rather than that of an investment. This paper looks to evaluate the common methods of measuring marketing's role within the firm. A study was performed to investigate the perceptions of marketing metrics from faculties in four major business degree disciplines. These beliefs in use today demonstrate the difficulty that marketing managers have in building credibility within their departments.

Journal

"Journal of Marketing Development and Competitiveness

Journal ISSN

2155-2843

Volume

5

Issue

6

First Page

51

Last Page

60

Included in

Marketing Commons

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