Why are standards important for marketing?
The absence of well-accepted and uniform definitions of constructs, measures and processes within marketing has hampered the ability of the discipline to be a full partner in the strategic decisions of the firm, much as operations was hampered by idiosyncratic processes and the lack of standards prior to the advent of the quality movement. The marketing discipline stands at a crossroad where it can take a leadership role in the development of standard metrics and processes or continue to be reduced to the role of tactical implementation of the strategies designed by others.
