DEVELOPING A FRAMEWORK FOR

The research seeks to address the decades old debate of why companies shouldcontinue investments into marketing and what returns these investments haveachieved. Globally the role of marketing has been accepted to be that of primarilybuilding value for the company – i.e. building the brand and customer value. Inbuilding the value for the company, the critical component is customer value.Marketing metrics are an essentially rational process by which marketing managerscan learn to improve performance. Metrics have been developed by a few academicsand professionals in the field, but implementation has not been carried out in manycompanies, both locally and globally.The objective of this research is to establish applicable metrics that can be used todevelop a framework that could be used by the focal company in evaluating theeffectiveness of marketing investments. The research is based on an evaluation ofpublished work by other academics, publications by leading industry experts on effortsto try and prove or provide a means of evaluating the effectiveness of marketinginvestments. 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 aframework that can be used by ICT companies to measure the effectiveness ofmarketing investments