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 Title
"Journal of Marketing Development and Competitiveness
Journal ISSN
2155-2843
Volume
5
Issue
6
First Page
51
Last Page
60