Optimal standard measures for marketing

In this article, the author argues that marketing will not become a science until we agree on an optimal standard measure (OSM) for each of our major constructs. The case for OSMs is made by critically examining the leading alternative measures of four constructs used widely in marketing management ¿ corporate business reputation, corporate ethical reputation, customer satisfaction, and customer recommendation ¿ and showing how we might progress towards designing an OSM for each.