This paper focuses on the role of marketing metrics for top management as a critical component of contemporary marketing practice which is both underdeveloped in practice and under-explored in theory. Much of the theoretical debate cites the lack of alignment of marketing to financial outcomes...

Although it is an accepted methodology to exclude financial companies from any comparative financial analysis of a sample of companies when performance is being analyzed, and this exclusion is due to the different financial structure of such organization, it seems to have also become standard...