Do your metrics reflect your market strategy?
Article Abstract:
Measurement of organizational effectiveness should reflect the objectives of the marketing strategies adopted. Performance measurement systems should always keep track of the progress of strategic intent. Examples of leading companies from different industries, are discussed, to understand how educating the organization in interpreting the measures and effectively using the information for decision-making, can result in success benefits.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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The heart of your strategy
Article Abstract:
By focusing on customer loyalty the other aspects of marketing like communications, quality, products etc., can be automatically catered to.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
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Branding and Your CRM Strategy
Article Abstract:
Brands influence both customer attraction and customer retention. The main driver of customer loyalty is often brand commitment.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2001
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