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Running Head: THE METRICS THAT MARKETERS MUDDLEThe Metrics that Marketers MuddleName of StudentInstitution Affiliation
THE METRICS THAT MARKETERS MUDDLE2The Metrics that Marketers MuddleSource: Sloan Management ReviewAuthors:Neil T. Bendle and Charan K. Bagga- This article reveals demonstrating business value as the biggest marketing challenges faced bybusinesses. This factor is very crucial because it is a financial function thus any decline can leadto the failure of a company.- The main purpose of this article is to shed light on marketing metrics and help managersunderstand when marketers are picking these metrics; this will help managers select the propermetrics and use them accordingly.- After conducting various interviews with marketers and managers, they realized that most ofthem misunderstood the marketing metrics. Hence, the aim to persuade appropriate andcompatible use of these popular metrics.

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Term
Winter
Professor
DR. Onyango
Tags
Management, Marketing, Sloan Management Review, Charan K Bagga, Neil T Bendle, market share metrics

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