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Business, general

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Article Abstract:

Customer satisfaction is after all the ultimate aim of every business. Measurement of that satisfaction should be appropriate in the assessment of organization's performance. Common worst practices adopted in customer satisfaction measurement and steps to avoid those pitfalls, are suggested.

Author: Clark, Bruce H.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
Measurement, Customer satisfaction

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Behind the wheel

Article Abstract:

The benefits and process of using 'dashboard' concept as a marketing performance measurement tool are presented.

Author: Clark, Bruce H., Abela, Andrew V.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
Market Targeting & Approach, Methods, Market strategy, Business performance management

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Resisting gravity

Article Abstract:

The process of managing and analyzing return on investment for marketing campaigns is discussed.

Author: Duboff, Rob
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
Management dynamics, Analysis, Management, Company business management, Return on investment, Rate of return

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Subjects list: United States, Evaluation, Marketing management
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