haku: @journal_id 571 / yhteensä: 1184
viite: 347 / 1184
| Tekijä: | Llonch, J. Eusebio, R. Ambler, T. |
| Otsikko: | Measures of Marketing Success: A Comparison Between Spain and the UK |
| Lehti: | European Management Journal
2002 : AUG, VOL. 20:4, p. 414-422 |
| Asiasana: | PERFORMANCE APPRAISAL MARKETING MEASUREMENT CUSTOMERS COMPETITION |
| Kieli: | eng |
| Tiivistelmä: | Despite the importance of assessing business performance, there is little research on the measures used to evaluate marketing effectiveness. This paper replicates in Spain some UK research into the relative importance of categories of marketing metrics, e.g. financial and non- financial, customer and competitive. The Spanish results are compared with those from the UK. In Spain, respondents saw financial metrics as less important than their UK counterparts and they appeared to be more marketing oriented. In both countries the importance given to metrics categories were consistent with orientation. Marketing assets appear to be more regularly tracked in Spain than in the UK. |
SCIMA