Measuring marketing performance against the backdrop of intra‐organisational change
Abstract
Measuring the financial performance and contribution of marketing activity is a challenge increasingly faced by marketers globally. In this paper, we consider the potential effects of intra‐organisational change, particularly employee turnover or “churn”, on the measurable financial performance of an organisation and the ability of an organisation to sustain desired performance. We also discuss implications for research.
Keywords
Citation
Walker, R.H., Slater, R., Callaghan, B., Smyrnios, K. and Johnson, L.W. (2004), "Measuring marketing performance against the backdrop of intra‐organisational change", Marketing Intelligence & Planning, Vol. 22 No. 1, pp. 59-65. https://doi.org/10.1108/02634500410516913
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited