Marketing et performance

Measuring Performance in Marketing

One of my intellectual mentors, John Kenneth Galbraith, whose ancestry is good Scottish Calvinist, in a newly published essay argues that major corporations are run by their managements largely for their own benefit, and without public control or oversight. If he is right, sooner or later the public, the consumer, or those that represent them, like the New York Public Prosecutor (District Attor...

Marketing and business performance

Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differences between firms. Most of the theory base for any such attempts has to be informed by strategic management theory, since the primary question that strategic management seeks to answer is why some firms outperform others over time. This paper synthesi...

Assessing Marketing Strategy Performance

Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing

Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technologyand practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitati...

Performance of Senior Level Marketing

With the advent of the RQF quality assessment exercise in Australia and similar exercises being undertaken in New Zealand and elsewhere, assessing research performance is now a topic of major importance to marketing academics. Using publicly available information on Google Scholar and the freely available Publish or Perish software system, this paper presents an overview of the research perform...