While assessing the marketing performance of an organisation is increasingly important, it is also increasingly … long history of marketing performance assessment and the nature of those challenges. The earliest work in this area … examined the productivity of marketing, traditionally defined as financial output per marketing input. Later writers have …

Marketing data appear in a variety of forms. An often-seen form is time-series data, like sales per month, prices over … review a few of these, focusing in particular on domains that have received considerable attention in the marketing …

marketing activities that go beyond R&D, the strong increase of me-too drugs, and, at the same time, the high industry … profitability have contributed to public skepticism. Despite this increasing role of marketing, studies on the profitability of …’ performance is not only closely linked to their R&D activities but also to marketing activities such as advertising and product …

The Lucas critique has been largely ignored in the marketing literature. We present a number of conditions under which … the critique is most likely to (also) apply in marketing settings. Next, we provide some perspectives on how to diagnose …

a firm’s marketing expenditures. We discuss the implications of these findings for technology evolution theory …

marketing process, and a qualitative and quantitative analysis on the implications for the transportation and inventory costs …

In this paper we consider stochastic purchase timing models used in marketing for low-involvement products and show …