213. IJRM. Marketing Performance Assessment.
May 5, 2022
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Today we’re speaking with Dr. Neil Morgan.
Our conversation explores the research he has conducted into marketing performance assessment and how marketing practitioners should be thinking about this critical activity.
Topics include:
What we know about marketing performance assessments.
Why more metrics aren’t necessarily better when assessing marketing efficacy.
Why the alignment between marketing strategy and metric selection is so important.
How often you should review (and tweak) your metrics.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Neil A. Morgan is a Professor and PetSmart Distinguished Chair of Marketing at Indiana University’s Kelley School of Business. He has previously held faculty positions at UNC’s Kenan-Flagler Business School, Cambridge University’s Judge Business School, and Cardiff University’s Cardiff Business School, and been a visiting professor at the University of Michigan’s Ross School of Business. He received his Ph.D. in Business Administration from the University of Wales. His research interests span marketing and strategic management issues but mainly focus on marketing strategy implementation and linkages between marketing-related resources and capabilities and firm performance. His work has been published in numerous journals including: Journal of Marketing, Journal of Marketing Research, Marketing Science, Strategic Management Journal, Journal of Operations Management, Decision Sciences, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science. His research has been widely recognized, including: Finalist Journal of Marketing Harold H. Maynard Award (2013, 2015 and 2016) and MSI/Root Award (2015); Winner Journal of International Marketing S. Tamer Cavusgil Award (2018); Winner Journal of Academy of Marketing Science Sheth Award (2019), and finalist (2017 and 2020).
His current research projects focus on marketing performance assessment, the role of the CMO and marketing department, marketing’s role in enhancing efficiency, and brand management and CRM capabilities.
Neil served as Co-Editor of Journal of Marketing (2017-18) and as Associate Editor (2012-17, 2018-date), and is also an Associate Editor at Journal of the Academy of Marketing Science (2015-date). He also serves as a member of numerous other editorial boards including: Journal of International Business Studies, International Journal of Research in Marketing, and Journal of International Marketing.
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International Journal of Research in Marketing
Neil Morgan (interviewee & corresponding author)