DEVELOPING A FRAMEWORK FOR

Date
2011-05-16
Authors
Mashale, Mamatshana Maria
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Abstract
The research seeks to address the decades old debate of why companies should continue investments into marketing and what returns these investments have achieved. Globally the role of marketing has been accepted to be that of primarily building value for the company – i.e. building the brand and customer value. In building the value for the company, the critical component is customer value. Marketing metrics are an essentially rational process by which marketing managers can learn to improve performance. Metrics have been developed by a few academics and professionals in the field, but implementation has not been carried out in many companies, both locally and globally. The objective of this research is to establish applicable metrics that can be used to develop a framework that could be used by the focal company in evaluating the effectiveness of marketing investments. The research is based on an evaluation of published work by other academics, publications by leading industry experts on efforts to try and prove or provide a means of evaluating the effectiveness of marketing investments. The key findings were three sets of customer metrics i.e. value equity, brand equity and relationship equity relevant to the focal company to develop a framework that can be used by ICT companies to measure the effectiveness of marketing investments
Description
MBA - WBS
Keywords
Marketing , Customers
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