Marketing performance, Business Management

Given the fact that a firm survival depends on its capacity to create value, and value is defined by customers (Day, 1990), marketing makes a fundamental contribution to long-term business success. But despite of the importance of measuring business performance there is a little research on the measures used to evaluate marketing performance and effectiveness. On the other hand, when looking to the marketing performance and success measures it is noticed that there are many measures. Recently, in an attempt to organize performance measures Kokkinaki and Ambler (1999) have summarized it and established six categories for marketing performance and success measures which are: Financial measures / Competitive market measures / Consumer behaviour measures / Consumer intermediate measures / Direct costumer measures / Innovativeness measures.

 

 

Posted Date: 3/25/2013 4:08:51 AM | Location : United States







Related Discussions:- Marketing performance, Assignment Help, Ask Question on Marketing performance, Get Answer, Expert's Help, Marketing performance Discussions

Write discussion on Marketing performance
Your posts are moderated
Related Questions
(i) Compare the categories of electronic commerce and explain how e-commerce is changing consumer retailing and business to business transactions. (ii) Describe the term ‘e-pro

Question 1 Analyse the economic factors that affect the commercial real estate market in USA 2 Elaborate the types of Psychographic Segmentation 3 Explain the concepts 1.

Question 1: (a) What is the purpose of the EIA process (b) Differentiate between the terms environment impact and environmental aspect (c) Do you think public participati

Question: a) Decribe e-commerce from a communication and a commercial perspectives. b) Compare e-commerce to e-business. c) Distinguish between Click-and-mortar and Brick

What is the Always Better Control Analysis of Inventory Control? ABC Analysis of Inventory Control: Always Better Control Analysis of Inventory Control analysis is the ex

(a) Briefly describe the role of Business Intelligence (BI) in the modern organization. (b) Discuss the organisational decision making process and identify how various Busine

A clothing company uses sweatshop labor to manufacture clothing products that contribute to low pricing, which is a consumer want. Many companies have engaged in sweatshop labor. D

Question 1: (a) Define the term "Environmental Impact" and elaborate on the main impact categories. (b) Describe what is an EIA and highlight its importance. (c) Using an

How is the communication affected in the organisation? Communication: Communication serves like a linking process by through parts of an organization are tied together. G

We will make our business plan by considering all aspects of business, from finance to entrepreneurial abilities, from human resource management to production and from marketing to