Marketing implementation demands novel ways of assessment Increasing emphasis on marketing productivity—ROI in marketing—is a frequent priority brought up in the contemporary organization.
Yet, ROI falls short of reflecting the real performance of the MNE, especially in international setting.
Along with the ROI, most other measures of marketing’s impact on firm performance are financial in nature.
Ambler and Roberts (2008) recommend the use of multidimensional measures that incorporate nonfinancial measures.