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2019 | OriginalPaper | Chapter

5. Intermediate Marketing Outcome Measures and Metrics

Author : David W. Stewart

Published in: Financial Dimensions of Marketing Decisions

Publisher: Springer International Publishing

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Abstract

Financial metrics are not the only measures of marketing outcomes. There are many measures of marketing outcomes in use today. This chapter explores some common measures of intermediate marketing outcomes used to assess the performance of marketing and the effects of marketing actions. It also places these measures within a conceptual framework that identifies how various measures may, or may not, be useful and when they may be helpful.

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previous chapter Estimating Cash Flows

next chapter Linking Marketing Outcomes to Financial Performance

https://www.sramanamitra.com/2017/08/25/billion-dollar-unicorns-valuation-without-revenue-nextdoor-trying-to-monetize/

Textbooks of marketing research and the customer journey are numerous and widely available.

Such firms asSalesforce.com, Surado CRM, Oracle, and many others offer suites of software programs for such purposes.

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Title: Intermediate Marketing Outcome Measures and Metrics
Author: David W. Stewart
Publisher: Springer International Publishing
Book: Financial Dimensions of Marketing Decisions
Print ISBN: 978-3-030-15564-3

Electronic ISBN: 978-3-030-15565-0

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-030-15565-0_5