AbstractPurpose – The purpose of this paper is to develop a model iden translation - AbstractPurpose – The purpose of this paper is to develop a model iden Indonesian how to say

AbstractPurpose – The purpose of th

Abstract

Purpose – The purpose of this paper is to develop a model identifying key metric categories on which companies should focus attention, so that they can better understand their current situation whilst offering guidance for improvement.

Design/methodology/approach – The paper is structured in three parts. It begins with a general overview of performance measurement, followed by a description of marketing performance and metrics in particular. Then, it develops the proposed model in terms of its rationale and content. Finally, concluding remarks are presented.

Findings – The benefits from extending knowledge about marketing performance are substantial. The author believes that if companies develop an integrated set of relevant measures and systematically collect, analyze and disseminate information about them, then marketing may be viewed as a more credible discipline.

Research limitations/implications – It is hoped that this contribution may stimulate research, particularly in terms of testing the model’s content and sequence, as well as the effect of influencing factors.

Practical implications – Marketing metrics have historically privileged outputs. This paper draws attention not only to the processes leading to such results, but also to the requirements necessary to proper accomplishment of these activities. The model positions itself as a tool that allows measurement of both the conditions determining good marketing practice and its contribution to value creation.

Originality/value – Most of the literature on this theme focuses on individual metrics, not on integrated performance. The model presented expands the existing ones as it encompasses new evaluative dimensions (marketing culture, marketing processes) and factors influencing process effectiveness.

Keywords Performance measurement, Marketing, Metrics, Companies

Paper type Conceptual paper
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AbstrakTujuan-tujuan karya ini adalah untuk mengembangkan suatu model yang mengidentifikasi kategori metrik kunci di mana perusahaan harus memusatkan perhatian, sehingga mereka dapat lebih memahami situasi mereka saat ini sementara menawarkan bimbingan untuk perbaikan.Pendekatan/desain/metodologi-karya disusun dalam tiga bagian. Dimulai dengan gambaran umum dari pengukuran kinerja, diikuti oleh Deskripsi pemasaran kinerja dan metrik khususnya. Kemudian, itu mengembangkan model yang diusulkan dari segi alasan dan konten. Akhirnya, kesimpulan yang disajikan.Temuan – manfaat dari memperluas pengetahuan tentang pemasaran kinerja besar. Penulis yakin bahwa jika perusahaan mengembangkan set terintegrasi langkah-langkah yang relevan dan sistematis mengumpulkan, menganalisis dan menyebarkan informasi tentang mereka, kemudian pemasaran dapat dipandang sebagai suatu disiplin lebih kredibel.Penelitian keterbatasan/implikasi-diharapkan bahwa kontribusi ini dapat merangsang penelitian, terutama dalam hal pengujian model konten dan urutan, serta efek mempengaruhi faktor.Praktis implikasi-metrik pemasaran historis istimewa output. Makalah ini menarik perhatian tidak hanya dengan proses yang mengarah ke hasil tersebut, tetapi juga dengan persyaratan yang diperlukan untuk prestasi tepat kegiatan ini. Model posisi itu sendiri sebagai alat yang memungkinkan pengukuran kedua kondisi yang menentukan praktik pemasaran yang baik dan kontribusinya terhadap penciptaan nilai.Orisinalitas/nilai-sebagian besar literatur pada tema ini berfokus pada metrik individu, bukan pada kinerja terpadu. Model disajikan memperluas yang sudah ada seperti itu mencakup dimensi evaluatif baru (pemasaran budaya, proses pemasaran) dan faktor-faktor yang mempengaruhi efektivitas proses.Pengukuran kinerja kata kunci, pemasaran, metrik, perusahaanJenis kertas kertas konseptual
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