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The Role of Metrics in the Contemporary Marketing

背景：

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关键词：marketing metrics Measurements Metrics many managers 英国论文 硕士课程论文

论文题目：Measurements & Metrics
论文语种：英文
您的研究方向：
是否有数据处理要求：否
您的国家：英国
您的学校背景：英国前10名大学   royal holloway university
要求字数： 1,500 words, + 10% is allowed. The bibliography, tables

and diagrams are excluded
论文用途：硕士课程论文 Master Assignment
是否需要盲审（博士或硕士生有这个需要）：否
补充要求和说明：The Task“The role of metrics has become crucial in

efficient, effective and targeted Marketing in the contemporary

business.” Critically assess this statement making reference to

real world and academic sources to illustrate your answer.

1. Introduction
The function of marketing metrics has aroused a great attention within both industry and academia, and many managers are trying to employ them as references for development plans in the fierce marketing competition (Steven H. Seggie, 2006). Does that mean that marketing metrics play a crucial role in efficient, effective and targeted market in the contemporary business? To some extent, the answer is yes. Because the availability of former accounting measures in the industrial age has not worked with the constant complexity of post-industrial marketing (Kaplan and Norton, 1992). Then what are marketing metrics? Marketing metrics are a series of measurements which interact with one another and quantify something http://www.51lunwen.com/electronics/2010/0121/lw201001212045529456.html  conceptual before marketers decide what investments they should do or how much should be paid for those projects (Schultz and Gronstedt, 1997). Laverty (1996) has also said marketing metrics which are used to look forward into the future and instructive for future development especially in the investment industry. In other words, the marketing metrics are a series of measuring systems that quantify a trend, dynamic or characteristic. Marketing metrics have developed gradually in history from the original activity-based metrics to the popular predictive metrics, the former measuring activity lists such as the quantity of investigations to do, the number of fashion shows to attend, the coverage of ads, and so on, and the latter looking into the future development. Inevitably, the role of marketing metrics has become a more and more hot topic on account of indication towards decision-making. Based on the former research studies, here I would like to generalize its role from three aspects with some examples.

2. Analysis for advantage
2.1 Effectiveness
2.2 Efficiency
2.3 Directionality

3. Analysis for disadvantage

4. Conclusion
From the above http 本论文由无忧论文网www.51lunwen.com整理提供

  
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