Critical evaluation of the use of financial and non-financial information systems in measuring marketing effectiveness.
Contents:
I. Introduction 3
A. Fundamentals in effectiveness measurement: 3
1) Complexity regarding combination of various tools 3
2) Complexity regarding parallel analysis of segment and company performance 3
3) Use of results and planning 3
B. Types of approaches to performance measurement: 3
1) Short-term/long-term 3
2) By company/by segment 3
3) Financial/non-financial 3
4) By resources: internal/external 3
5) By perspective: financial, customer, internal business, innovation & learning 3
II. Financial and non-financial criteria 4
A. Selected financial criteria: 4
1) Profit & profitability analysis 4
2) Shareholder value 5
B. Selected non-financial criteria: 5
1) Sales volume 5
2) Market share 5
3) Customer satisfaction 5
III. Conclusion 5
IV. Bibliography 5
This assignment content 982 words.
I. Introduction
Before I come to......
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Approximate Word Count: 997
Approximate Pages: 4 (260 words per double-spaced page) |