营销问责:标准化流程与一致性度量

Marketing Accountability:Standardization Process and Consistent Measures

营销问责是营销领域新兴的研究课题,相关理论基础框架还不够成熟。为满足当前企业营销实践过程中对于营销问责的迫切需求,在回顾营销问责的理论渊源、内涵及困境等基础上,综合相关学者的研究,探讨了怎样分析营销流程与营销效果之间的因果关系,以及如何衡量营销活动对企业绩效所作的贡献,并提出营销问责需要标准化流程和一致性度量。最后,对营销问责未来的研究方向做出了展望。

Marketing accountability is an emerging topic of research in marketing field,in which the basic framework is not mature enough.To meet the urgent need of marketing accountability in marketing practice process of the enterprise,this paper first reviews the antecedents of marketing accountability theory,content and dilemma,and integrates scholars＇ relevant research.On this basis,the paper discusses how to analyze the causal relationship between the marketing process and the marketing effectiveness,and how to measure the contribution of marketing to the enterprise performance.Then it reaches a conclusion that marketing accountability needs standardization process and consistent measures.Finally,this paper puts a prospect about the research fields in marketing accountability in the future.