Managing the Marketing Metrics Portfolio

There is no shortage of metrics an organization might use to measure marketing effectiveness. What’s lacking is solid advice on how to assemble and manage the best portfolio of metrics to populate a dashboard. This article offers guidance in three key areas: 1. Strategically reviewing existing metrics; 2. Building a balanced metrics portfolio; 3. Developing the portfolio over time

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Year of publication:	2013
Authors:	Clark, Bruce ; Ambler, Tim
Publisher:	[S.l.] : SSRN
Subject:	Portfolio-Management \| Portfolio selection \| Marketing \| Betriebliche Kennzahl \| Financial ratio \| Theorie \| Theory \| Performance-Messung \| Performance measurement

Extent:	1 Online-Ressource (20 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: Marketing Management, August 2011, Volume 20, No. 3, pp. 16-21 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments June 22, 2011 erstellt
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014164881