Two of those priorities fell squarely into the domain of marketing performance management (MPM ... three of which included some type of measurement: cross-channel measurement, more sophisticated ...

Unlike financial accounting, which follows standardized rules for external reporting, managerial accounting is customized to internal needs, examining costs, revenue, and performance metrics to ...

Despite the emphasis on and progress in marketing performance measurement and management (MPM) over the past decade, research continues to show that the link between marketing and the business still ...