Tekijä: | Woodburn, D. |
Otsikko: | Benchmarking marketing processes for performance improvement: a new approach from the Chartered Institute of Marketing |
Lehti: | Journal of Marketing Management
1999 : NOV, VOL. 15:8, p. 779-796 |
Asiasana: | Benchmarking Performance measurement Marketing Marketing management |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA