10/17/2012 04:05 PM
BATON ROUGE – Ofer Mintz, finalist for the ISBM dissertation proposal competition
and assistant professor in the Department of Marketing, authored an article recently
accepted for publication in the March 2013 issue of the Journal of Marketing.
The article, “What Drives Managerial Use of Marketing and Financial Metrics and Does
Metric Use Impart Marketing Mix Performance,” examines the managerial logic behind
why managers employ certain marketing (i.e., non-financial) and financial metrics
when making marketing decisions and whether use of such metrics can improve marketing
“An analysis of 1,287 marketing mix activities reported by 439 U.S. managers reveals
that firm strategy, metric orientation, type of marketing mix activity and firm and
environmental characteristics are more useful than managerial characteristics in explaining
use of marketing and financial metrics and use of metrics is positively associated
with marketing mix performance,” the paper states.
Mintz, who has presented research on marketing analytics and social media marketing
at some of the leading business schools worldwide, received his Ph.D. in marketing
from the University of California, Irvine. His teaching interests include marketing
management/analytics, social media/online marketing, and international marketing.
The Department of Marketing at LSU’s E. J. Ourso College of Business prepares its students for careers in management, advertising, buying, product development, retailing and sales. Through its Internship in Marketing Program, students are able to apply the concepts and principles of the classroom and earn course credit for their practical work experience. For more information, visit www.business.lsu.edu/marketing or call 225-578-8684.
Posted on Wednesday, October 17, 2012