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| Author: | Woodburn, D. |
| Title: | Benchmarking marketing processes for performance improvement: a new approach from the Chartered Institute of Marketing |
| Journal: | Journal of Marketing Management
1999 : NOV, VOL. 15:8, p. 779-796 |
| Index terms: | Benchmarking Performance measurement Marketing Marketing management |
| Language: | eng |
| Abstract: | This paper describes a unique benchmarking tool designed specifically for marketing processes, developed by the CIM. It enables both marketers and senior executives in non-marketing functions to identify the role of marketing in their organisation and to measure the processes which convert marketing strategy into reality. |
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