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| Author: | Ambler, T. Xiucun, W. |
| Title: | Measures of marketing success: a comparison between China and United Kingdom |
| Journal: | Asia Pacific Journal of Management
2003 : JUN, VOL. 20:2, p. 267-281 |
| Index terms: | Marketing Market orientation Performance measurement China United Kingdom |
| Language: | eng |
| Abstract: | Despite the importance of assessing business performance, there is little research on the measures used to evaluate marketing effectiveness. This paper replicates in China some UK research into the relative importance of categories of marketing metrics, e.g. financial and non-financial, customer and competitive. The Chinese results are compared with those from the UK. |
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