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| Author: | Clark, B.H. Abela, A.V. |
| Title: | Organizational motivation, opportunity and ability to measure marketing performance |
| Journal: | Journal of Strategic Marketing
2005 : DEC, VOL. 13:4, p. 241-259 |
| Index terms: | DATA MANAGEMENT marketing performance measurement |
| Language: | eng |
| Abstract: | This paper uses MOA (motivation, opportunity, ability) framework to explore the drivers of performance information processing, satisfaction with marketing performance assessment systems, and top management intentions to change them. A survey of senior managers at 66 large corporations indicates that organizational ability and opportunity to process marketing performance information appear to have positive effects on both the sophistication of processing and satisfaction with performance measurement. |
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