.png){kind=icon}
返回
Assessing Performance Outcomes in Marketing
.png){kind=icon}
PRE
AI
DOI：10.1509/jm.15.0287.png)
.png){kind=icon}
原文求助.png){kind=icon}
分享.png){kind=icon}
收藏
摘要
En 中文
Research in marketing has increasingly focused on building knowledge about how firms' marketing contributes to performance outcomes. A key precursor to accurately diagnosing the value firms' marketing creates is conceptualizing and operationalizing appropriate ways to assess performance outcomes. Yet, to date, there has been little conceptual development and no systematic examination of how researchers in marketing should conceptualize and measure the performance outcomes associated with firms' marketing. The authors develop a theory-based performance evaluation framework and examine the assessment of such performance outcomes in 998 empirical studies published in the top 15 marketing journals from 1981 through 2014. The results reveal a large number of different performance outcome measures used in prior empirical research that may be only weakly related to one another, making it difficult to synthesize findings across studies. In addition, the authors identify significant problems in how performance outcomes in marketing are commonly conceptualized and operationalized. They also reveal several theoretically and managerially important performance areas in which empirical knowledge of marketing's impact is limited or absent. Finally, they examine the implications of the results, provide actionable guidelines for researchers, and suggest a road map for systematically improving research practice in the future.
Keyword:
marketing performance
outcome measures
conceptualization
operationalization
guidelines
AI总结
对已上传原文的论文进行重点信息的提取，主要内容包括：简要概述、研究摘要、背景介绍、关键亮点、图文解析、展望与总结。
期刊
J
IF:
10.4
论文数:
1.4K
被引数:
2.7W
机构
引用论文
Hydrogen storage in bimetallic Ti–Al sub-nanoclusters supported on graphene石墨烯负载的双金属ti-al亚纳米团簇中的储氢
PREAI
分享收藏
分享收藏Marketing Performance Measurement Systems: Does Comprehensiveness Really Improve Performance?.png)
JOURNAL OF MARKETING
JOURNAL OF MARKETINGIF10.4
PREAI
分享收藏
查看更多内容