ABSTRACT
Marketing and communication were built on a base of assumed customer behaviors derived from behavioral psychology and mass communication theory. This chapter illustrates the three pathways model that represents the three primary methods of measuring, tracking, and evaluating the impact and effects of outbound marketing and communication programs on customers and prospects over various periods of time. The pathway 1 consists of quantitative and qualitative measures and means to determine the customer or prospect's awareness, knowledge, preferences for, and intent to purchase the product or the brand. The pathway 2 provides measures of the short-term, incremental sales generated as a result of the customer-brand relationship programs employed. The pathway 3 measures the financial value of the brand to the firm over the long term. For purposes of accountability and measurement, the measurement systems are arbitrarily divided into two forms: short-term measures, and long-term measures.
