search query: @indexterm MARKETING STRATEGY / total: 884
reference: 18 / 884
| Author: | Lamberti, L. Noci, G. |
| Title: | Marketing strategy and marketing performance measurement system: exploring the relationship |
| Journal: | European Management Journal
2010 : APR, VOL 28:2, p. 139-152 |
| Index terms: | marketing strategy performance appraisal qualitative research measurement Italy |
| Language: | eng |
| Abstract: | The paper examines the relationship between marketing performance measurement system (MPMS) design. Based on prior literature on the subject, the authors develop a conceptual framework that investigates whether a link between MPMS and marketing strategy exists, and what is its nature. A multiple case study is conducted, consisting of seven organizations operating in Italy. The findings indicate that the type of marketing strategy the company pursues, drives the company's adoption of different MPMS designs. The effect of some of the potential influencing factors in the MPMS - marketing strategy relationship are discussed, in the light of extant literature. |
SCIMA