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MARKETING METRIC´S USAGE & CRM (HYPOTESIS (Marketing metrics can be …
MARKETING METRIC´S USAGE
& CRM
HYPOTESIS
H2.
Customer value-based organizational process is associated with significantly greater levels of usage of marketing metrics.
H3.
Use of marketing metrics is associated with significantly greater levels of CRM performance.
H1.
Customer value-based organizational culture is associated with significantly greater levels of usage of marketing metrics.
H4.
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
Financial measures
measures of innovativeness
The growing interest in marketing metrics
can be attributable to five theoretical angles.
Teorétical Anlges
Control Theory
Agency Theory
Balanced scorecard
of performance
Market Orientation
institutional Theory
Using marketing metrics to keep
track of marketing effectiveness and their relationship with customer value-based organizational curture and processes,
Models
Direct Relationship
Moderated Relationship
CMR
Is a technology for managing all your company’s relationships and interactions with customers and potential customers.