PROVING MARKETING SUCCESS PAYS OFF!
MARKETING PERFORMANCE MEASUREMENT AND ITS EFFECTS ON MARKETINGS STATURE AND FIRM SUCCESS
Don O’Sullivan and Andrew V. Abela
It has been widely argued that an inability to account for marketing’s contribution has undermined its standing within the company. Furthermore, the effect of marketing activities on business success is underestimated. To respond to this pressure, marketers are investing in the development of performance measurement abilities. In this study of senior marketing managers in high-tech firms, the effect of the ability to measure marketing performance against business performance is examined. The authors also explore the effect of the ability to measure marketing against marketing’s status within the company. Results indicate that this ability is essential given that it has a significant impact on company performance, profitability, stock returns, and marketing’s stature within the company. Considering these effects, the closing managerial implications are highly relevant for marketing professionals.
Marketing Function, Marketing Abilities, Marketing-Accounting, Performance Measurement