An integrative marketing channel performance measurement framework

Valos, Michael; Vocino, Andrea

doi:10.1057/palgrave.dbm.3250037

Cited by 15 publications

(7 citation statements)

References 31 publications

(27 reference statements)

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“…These measures directly depend on the typology of the marketing strategy which each company could use: (1) prospector, (2) defender, and (3) analyser. This typology reflects the corporate position on the market due to an innovative level and using competitive advantages (Valos & Vocino, 2006).…”

Section: Marketing Effectivenessmentioning

confidence: 99%

Marketing effectiveness: Metrics for effective strategic marketing

Milichovský

Šimberovà

2015

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The topic of marketing effectiveness is considered to be a very up-to-date subject in the highly competitive environment. Marketing effectiveness may be characterized as the function of improving the process where marketers go to market with the goal of optimizing their own marketing resources spent to achieve even better results for both of the short-and longterm strategic marketing objectives. Not only the improved visibility into marketing effectiveness has helped companies to better prioritize their efforts, but it also has improved the quality and precision of the marketing resources demanded by the sales force. Finding the appropriate key metrics should contribute to the evaluation of marketing effectiveness. Strategic marketing is included in strategic management, which helps to improve the company's market share. However, there is an increasing trend of creation effectiveness in companies and it is necessary to check returns of finance and search for efficiency of the funds put into marketing. Performance management can be defined as a system utilizing the information to introduce appropriate changes in the organizational culture, systems and processes to achieve optimal performance agreement targets, and the allocation of resource and information management on possible modifications of business strategy. The scientific objective of the paper is to look for the set of metrics, which is important from the marketing strategic point of view, and includes the specific performance group. Data from primary research was used.The entire primary research focused on the evaluation of enterprises in the area of business and marketing activities (and their performance) in the Czech Republic due a questionnaire survey.

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Section: Marketing Effectivenessmentioning

confidence: 99%

Marketing effectiveness: Metrics for effective strategic marketing

Milichovský

Šimberovà

2015

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“…That firms are motivated to enter into a B2B relationship in an effort to obtain some sort of benefit or increase in positive outcomes is not in question. However, just exactly what constitutes positive performance is still very much an unsettled matter within the relationship and B2B literatures (Ailawadi, Dant and Grewal 2004;Valos and Vocino 2006 (Valos and Vocino 2006).…”

Section: H21: There Is a Negative Relationship Between Suspicion And mentioning

confidence: 99%

“…) Valos and Vocino (2006). conducted a thorough review of how researchers have gauged channel performance.…”

mentioning

confidence: 99%

An empirical examination of the dark side of relationship marketing within a business-to-business context

Baker¹

2019

Handbook of Research on Distribution Channels

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“…They remain the same over time and, as a result, deprive current affiliate programs of focus and direction, something that further affects performance. Lacking regular reassessment, these objectives are unable to evolve and account for new opportunities (Kellen, 2003;Valos & Vocino, 2006). For example, the majority of the participants as well as the existing studies (Daniele et al, 2009;Figg, 2005) recognise that affiliate marketing contributes to brand exposure and awareness.…”

Section: Standardised Measurementmentioning

confidence: 99%

Technology-Driven Online Marketing Performance Measurement

Bowie

Paraskevas

Mariussen³

2014

International Journal of Online Marketing

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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 technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper offers a comprehensive review of extant performance measurement research across traditional, online and affiliate marketing and, employing grounded theory, presents a qualitative in-depth analysis of 72 online forum discussions and 37 semi-structured interviews with the major affiliate marketing stakeholders. As a result, the research identifies a growing need for change in the technology-pushed measurement approaches in affiliate marketing, and proposes actionable improvement recommendations for affiliate and online marketing managers.

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An integrative marketing channel performance measurement framework

Cited by 15 publications

References 31 publications

Marketing effectiveness: Metrics for effective strategic marketing

Marketing effectiveness: Metrics for effective strategic marketing

An empirical examination of the dark side of relationship marketing within a business-to-business context

Technology-Driven Online Marketing Performance Measurement

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