Pazarlama Performans Ölçütleri: Bir Literatür Taraması

Abstract

Keywords

• -

Pazarlama Performans Ölçütleri: Bir Literatür Taraması

Abstract

Pazarlama yöneticilerinin firma performansına yaptıkları katkıyı ölçmedeki yetersizlikleri pazarlamanın firma içindeki konumunu ve önemini kaybetmesine sebep olmaktadır ve bundan dolayı son yıllarda pazarlama fonksiyonu, pazarlama performansını değerlendirme ve finansal olarak ölçülebilir olma konusunda artan bir baskı altındadır. Bu bağlamda pazarlama performansının ölçümü için uygun ölçüm araçlarının neler olduğu hem uygulamacılar hem de akademisyenler tarafından tartışılmaya başlanmıştır. Bu çalışmanın amacı, firmalarda pazarlama performansının ölçülmesinde ve değerlendirilmesinde kullanılan ölçütlerin (metriklerin) neler olduğu, pazarlama performans değerlendirmede bunlara hangi sıklıkla başvurulduğu ve bu ölçüm araçlarına verilen önem ile ilgili literatürü araştırmaktır. Bunun yanısıra pazarlama performans ölçüm araçlarına ilginin artmasının sebepleri ile performans ölçümünde karşılaşılan zorlukları ve yöneltilen eleştirileri ortaya koymaktır. Ayrıca, çalışmanın sonunda uygulamacılara ve araştırmacılara öneriler sunulmaktadır

Keywords

• Pazarlama Performansı, Pazarlama Ölçütleri

References

1. Achrol, R.S. ve Kotler, P. (1999). “Marketing in the network economy”, Journal of Marketing, 63 (Special issue), 146-63.
2. Ambler, T. ve Kokkinaki, F. (1997). “Measures of Marketing Success”, Journal of Marketing Management, 13, 665-678.
3. Ambler, T. (2000). “Marketing Metrics”, Business Strategy Review, 11(2), 59-66.
4. Ambler, T., Kokkinaki, F. ve Puntoni, S. (2001). “Assessing Marketing Performance: The Current State of Metrics”, Centre for Marketing Working Paper, No. 01-903.
5. Ambler, T. (2003). Marketing and the Bottom Line – the Marketing Metrics to Pump up Cash Flow, 2nd edition. Financial Times / Prentice Hall.
6. Ambler, T. ve Xiucun, W. (2003). “Measures of Marketing Success: A Comparison Between China and the United Kingdom”, Asia Pacific Journal of Management, 20, 267–281.
7. Ambler, T., Kokkinaki, F. ve Puntoni, S. (2004). “Assessing Marketing Perormance: Reasons for Metrics Selection”, Journal of Marketing Management, 20, 475-498.
8. Ambler, T. (2006). “Don’t Cave in to Cave Dwellers”, Marketing Management, 15 (5), 25-29.

9. Ambler, T. ve Roberts, J. (2006). “Beware the Silver Metric: Marketing Performance Measurement Has to Be Multidimensional”, Report No 06-113, Marketing Science Institute, Cambridge, MA.
10. Baker, S. ve Holt, S. (2004) "Making marketers accountable:a failure of marketing education?", Marketing Intelligence & Planning, 22(5), 557 – 567.
11. Barwise P. ve Farley J. (2004). “Marketing Metrics: Status of Six Metrics in Five Countries”, European Management Journal, 22(3), 257–262.
12. Bennett R. (2007). “The use of marketing metrics by British fundraising charities: a survey of current practice”, Journal of Marketing Management, 23(9), 959-989.
13. Bhargava, M., Dubelaar, C. ve Ramaswami, S. (1994). “Reconciling Diverse Measures of Performance: A Conceptual Framework and Test of a Methodology”, Journal of Business Research, 31 (2), 235-246.
14. Bonoma, T.V. ve Clark, B.H. (1988). Marketing performance assessment, Harvard Business School Press, Boston.
15. Brookes, R.W., Brodie, R.J., Coviello, N.E. ve Palmer, R.A. (2004). “How managers perceive the impacts of information technologies on contemporary marketing practices”, Journal of Relationship Marketing, 3 (4), 7-26.
16. Clark, B. (1999). “Marketing Performance Measures: History and Interrelationships”, Journal of Marketing Management, 15(8), 711-732.
17. Clark, B. (2000). “Managerial perceptions of marketing performance: efficiency, adaptability, effectiveness and satisfaction”, Journal of Strategic Marketing, 8(1), 3-25.
18. Clark, B. (2001). “A summary of thinking on measuring the value of marketing”, Journal of Targeting, Measurement and Analysis for Marketing, 9(4), 357–369.
19. Clark, B.H. (2004), “Measuring Performance: The Marketing Perspective,” içinde A. Neely (ed.) Business Performance Measurement: Theory and Practice, Cambridge, UK, Cambridge University Press, ss. 22-40.
20. Clark, B.H., Abela, A.V. ve Ambler, T. (2006). “An information processing model of marketing performance measurement”, Journal of Marketing Theory and Practice, 14(3), 191-208.
21. CMO Council. (Temmuz, 2005). Measures and Metrics: The European Marketing Performance Measurement Audit. http://www.mpmforum.org/PDF/ Eur_MPM_ Report.pdf (13 Haziran 2010)
22. Coşkun, A. (2005). “İşletmelerde Performans Yönetimi: Bir Yönetim Muhasebesi Aracı Olarak Performans Karnesi”. Yayınlanmamış Yüksek Lisans Tezi. İstanbul Üniversitesi.
23. Davidson J. (1999). “Transforming the Value of Company Reports through Marketing Measurement”, Journal of Marketing Management, 15(8), 757-777.
24. Doyle, P. (2000). “Valuing Marketing’s Contribution”, European Management Journal, 18(3), 233– 245.
25. Eccles, R.G. (1991). “The Performance Measurement Manifesto”, Harvard Business Review, (Ocak./Şubat), 131-37.
26. Eusebio, R., Llonch, J. ve Belbeze M.P.L. (2006). “Measures of marketing performance: a comparative study from Spain”, International Journal of Contemporary Hospitality Management, 18(2), 145-155.
27. Farley, J.U., Hoenig, S., Lehmann, D.R. ve Nguyen, H.T. (2008). “Marketing Metrics Use in a Transition Economy: The Case of Vietnam”, Journal of Global Marketing, 21(3),179-190.
28. Franchi, F. (2007). “The Value of Marketing Metrics”. Unpublished master’s thesis, Cranfıeld University.
29. Frosen, J. (2008). “Measuring Marketing Performance from a Shareholder Performance-The Use of Marketing Metrics in Finnish Companies”, Unpublished master’s thesis, Helsinki School of Economics (HSE).
30. Frosen, J., Jaakkola, M., Vassinen, A., Parvinen, P. ve Aspara, J. (1-3 December 2008). Use and Perceived Importance of Marketing Metrics in Different Business Settings. Australian & New Zealand Marketing Academy Conference, Sydney.
31. Good, D. (1992). “A Need for The Revitalization of Indicants of Performance in The Marketing Organizations”, Journal of Marketing Theory and Practice, 1 (Fall), 31-39.
32. Gök, O. (2007). “Marketing and Marketing Managers in the New Era: Relational Perspective”, Journal of American Academy of Business, Cambridge, 10(2), 218-224.
33. Gök, O. ve Hacıoğlu, G. (2010). “The Organizational Roles of Marketing and Marketing Managers”, Marketing Intelligence & Planning, 28(3), 291-309.
34. Grönholdt, L. ve Martensen, A. (2006). “Key Marketing Performance Measures”, The Marketing Review, 6(3), 243-252.
35. Ittner, C.D. ve Larcker, D.F. (1998). “Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction”, Journal of Accounting Research, 36, 1-35.
36. Kald, M. ve Nilsson, F. (2000). “Performance Measurement At Nordic Companies”, European Management Journal, 18(1), 113–127.
37. Kohli, A.K. ve Jaworski, B.J. (1990). “Market orientation: the construct, research propositions and managerial implications”, Journal of Marketing, 54(2), 1-18.
38. Lehmann, D. (2004). “Metrics for Making Marketing Matter”, Journal of Marketing, 68(4), 73–75.
39. Lemon, K.N. ve Seiders, K. (2006). “Making marketing accountable: A broader view”. İçinde J.N. Sheth ve R.S. Sisodia (Eds.), Does marketing need reform? Fresh perspectives on the future. Armonk: M.E. Sharpe.
40. Lenskold, J. (2002). “Marketing ROI: Playying to Win”, Marketing Management, 11(3), 31-34.
41. Mavrinac, S. ve Siesfeld, T. (1997). “Measures that matter: An exploratory investigation of investors’ information needs and value priorities”. Working paper, Ivey School of Business, University of Western Ontario, London, ON, Canada. McKinsey & Company. Measuring marketing: https://www.mckinseyquarterly.com/ PDFDownload. aspx?ar=2313 (8 Mart 2009).
42. Meyer, M.W. (2004). “Finding performance: The new discipline in management”. A. Neely, (Ed.), Business Performance Measurement içinde (51-62). Cambridge: Cambridge University Press.
43. Moorman, C. ve Rust, R.T. (1999). “The role of marketing”. Journal of Marketing, 63, 180-97 (special Issue).
44. Morgan, N.A., Clark, B.H. ve Gooner, R. (2002). “Marketing productivity, marketing audits, and systems for marketing performance assessment - Integrating multiple perspectives”, Journal of Business Research, 55(5), 363-375.
45. Mortanges, C.P.D. ve Van Riel A., (2003). “Brand Equity and Shareholder Value”, European Management Journal, 12 (4), 521-527.
46. Narver, J.C. ve Slater, S.F. (1990). “The effect of a market orientation on business profitability”, Journal of Marketing, 54(3), 20-35.
47. Nath, P. ve Mahajan, V. (2008). “Chief Marketing Officers: A Study of Their Presence in Firms’ Top Management Teams”. Journal of Marketing, 72(1), 65–81.
48. Nwokah, N.G. (2009). “Customer-focus, competitor-focus and marketing performance”, Measuring Business Excellence, 13(3), 20-28.
49. O’Sullivan D. ve Abela A. (2007). “Marketing Performance Measurement Ability and Firm Performance”, Journal of Marketing, 71(2), 79–93.
50. Patterson L. (2007). “Taking on the metrics challenge”, Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 270–276.
51. Piercy, N.F. ve Cravens, D.W. (1995). “The network paradigm and marketing organization”, European Journal of Marketing, 29 (3), 7-34.
52. Rust, R.T., Ambler, T., Carpenter, G.S., Kumar, V. ve Srivastava, R.K. (2004). “Measuring marketing productivity: current knowledge and future directions”, Journal of Marketing, 68 (3), 76-89.
53. Schultz, D.E. ve Gronstedt, A. (1997). “Making Marcom an investment”, Marketing Management, 6(3), 40−48.
54. Seggie, S.H., Cavusgil, E. ve Phelan, S.E. (2007). “Measurement of return on marketing investment: a conceptual framework and the future of marketing metrics”, Industrial Marketing Management, 36 (6), 834-41.
55. Sevin, Charles H. (1965), Marketing Productivity Analysis. New York: McGraw-Hill.
56. Sheth, J.N., Sisodia, R. ve Sharma, A. (2000). “Antecedents and consequences of customer centric marketing”, Journal of the Academy of Marketing Science, 28 (1), 55–66.
57. Sheth, J. ve Sisodia, R. (2002). “Marketing productivity Issues and analysis”, Journal of Business Research, 55(5), 349– 362.
58. Slywotsky A.J. ve Shapiro B.P. (1993) “Leveraging to Beat the Odds: The New Marketing Mind- Set”, Harvard Business Review, September-October, 97-107.
59. Srinivasan, S. ve Hanssens, D. (2009). “Marketing and Firm Value: Metrics, Methods, Findings and Future Directions”, Journal of Marketing Research, 46(3), 293–312.
60. Srivastava, R.K., Shervani, T. ve Fahey, L. (1999). “Marketing, business processes, and shareholder value: an organizationally embedded view of marketing activities and the discipline of marketing”, Journal of Marketing, 63 (Special issue), 168-79.
61. Thomas, M.J. ve Deans, K.R., (1998). "Marketing Performance Measurement: Connections between marketing and other functions", CD-ROM Proceedings of the Australian and New Zealand Marketing Academy, 2898-2909.
62. Thomas, J. ve Gupta, R.K. (2005). “Marketing theory and practice: evolving through turbulent times”, Global Business Review, 6 (1), 95-114.
63. Uncles, M. (2005). “Marketing metrics: A can of worms or the path to enlightenment?”, Brand Management, 12(6), 412–418.
64. Verhoef, P.C. ve Leeflang P.S.H. (2009). “Understanding the Marketing Department’s Influence within the Firm”, Journal of Marketing, 73 (2), 14-37.
65. Webster, F.E. Jr (2005). “A perspective on the evolution of marketing management”, Journal of Public Policy & Marketing, 24 (1), 121-126.
66. Webster, F.E. Jr, Malter, A.J. ve Ganesan, S. (2005). “The decline and dispersion of marketing competence”, MIT Sloan Management Review, 46 (4), 35-43.
67. Webster, F.E. Jr (1992). “The changing role of marketing in the corporation”, Journal of Marketing, 56 (3), 1-17.
68. Wyner, G. (2004). “The Journey to Marketing Effectiveness”, Marketing Management, 13 (March/April), 8-9.
69. Yeniyurt, S. (2003). “A Literature Review and Integrative Performance Measurement Framework for Multinational Companies”, Marketing Intelligence & Planning, 21(3), 134-142.
70. Zinkhan, G. ve Verbrugge, J. (2000). “The Marketing / Finance Interface: Two Divergent and Complementary Views of the Firm”, Journal of Business Research, 50(2), 143–148.