The evolution of metrics in marketing, more than a challenge, a necessity

Abstract:

The metrics are regulatory perspectives for Marketing; this science is developed on the basis of significant financial budgets with an intangible return. These values must be generated under a focus of financial and non-financial benefits, both for organizations and for collaborators and promoters. However, there was uncertainty in the literature about the use and effects of financial and non-financial metrics linked to the performance of the marketing mix, nonconformities that affect the perception of the effectiveness of marketing.

Año de publicación:

2018

Keywords:

• MARKETING
• Financial metrics
• Non-financial metrics

Fuente:

scopus