Column 18 · Marketing-Finance and Performance · Era 6, Engagement and Networks (2010s)
Performance Outcomes
Outputs: performance · Landmark · Cluster VII, Outcomes
Description
Katsikeas et al. reviewed how marketing performance outcomes have been conceptualized and measured, developed a taxonomy spanning customer, product-market, accounting, and financial-market outcomes, and offered guidelines for their use.
Managerial Implications
Marketing performance should be assessed along a chain from operational outcomes (customer mindset, behavior) to product-market outcomes (sales, share) to accounting outcomes (profit) to financial market outcomes (value). Most studies and most firms measure only one link. Choose metrics at each level, state how they connect, and resist judging a brand or customer investment by the metric that happens to be available.