Knowledge@wharton

Marketers are happy speaking their own language replete with jargon like ”awareness ” ”share of requirements” and ”customer satisfaction.” Such terminology works fine in the marketing department and with the advertising professionals who execute marketing plans. But there’s a translation problem between that language and the language of profitability and stock price which is the mother tongue of corporate CEOs. ”CEOs want to know what a 5% increase in customer satisfaction will do for the bottom line ” says Wharton marketing professor David Reibstein who talked about ”Linking Marketing Metrics to Financial Consequences” at the Wharton Marketing Conference on October 15. See acast.com/privacy for privacy and opt-out information.