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| Author: | O'Sullivan, D. Abela, A. V. Hutchinson, M. |
| Title: | Marketing performance measurement and firm performance. Evidence from the European high-technology sector |
| Journal: | European Journal of Marketing
2009 : VOL. 43:5-6, p. 843-862 |
| Index terms: | marketing strategy performance measurement Europe |
| Freeterms: | product technology |
| Language: | eng |
| Abstract: | The purpose of the study is to test whether the ability to measure marketing performance affects the actual performance of firms, the context being European high-tech sector. It is also tested whether performance-reporting frequency and the size of marketing budget mediate the relationship between measurement ability and performance. The results suggest that marketing performance measurement ability positively affects firm performance and that reporting frequency mediates this relationship. |
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