Marketing metrics: a meta-synthesis
by Shigufta Hena Uzma
International Journal of Business Excellence (IJBEX), Vol. 14, No. 2, 2018

Abstract: The aim is to provide a meta-synthesis that identifies the key financial and marketing metrics, which can be linked to firm performance. The paper examines the existing dimensions from conceptual and empirical literature based on the link between marketing-financial metrics to the firm value. An extensive exploration is aimed to excavate the financial and marketing metrics that were analysed from the results from 100 studies published between 1991 and 2016. Emerging studies since the last two decades are equating the effect of marketing assets such as; brand equity, customer-based brand equity, customer equity, customer satisfaction and customer lifetime value that can influence firm performance.

Online publication date: Mon, 18-Dec-2017

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