MARKETING METRIC´S USAGE & CRM (HYPOTESIS (Marketing metrics can be …
MARKETING METRIC´S USAGE
Customer value-based organizational process is associated with significantly greater levels of usage of marketing metrics.
Use of marketing metrics is associated with significantly greater levels of CRM performance.
Customer value-based organizational culture is associated with significantly greater levels of usage of marketing metrics.
Marketing-supply chain conflict weakens the impact of marketing metrics usage in achieving superior CRM performance.
Marketing metrics can be
summarized into six categories.
Measures of consumer behavior
measure of consumer intermediate
Measures of competitive market
measures of direct customer
measures of innovativeness
The growing interest in marketing metrics
can be attributable to five theoretical angles.
Using marketing metrics to keep
track of marketing effectiveness and their relationship with customer value-based organizational curture and processes,
Is a technology for managing all your company’s relationships and interactions with customers and potential customers.