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
QUESTION 1 (a) Describe the five components which constitute an organization's culture, as identified in Deal and Kennedy approach. (b) Write down five differences between o

what are the two basic reasons why the weighted average cost of capital is an important measurement for management to know?

Orchestration: The control over the web services that are involved and coordinating the implementation of different operations on the web services involved in the operation is t

5. What is your opinion of intellectual property rights? Do you think people should have rights to intellectual property and, therefore, be protected by law? Why or why not? For

Globalisation Globalisation is becoming increasingly popular amongst modern day business, due to the business market evolving at an extremely fast pace, it is necessary for or

QUESTION 1 Mr. Ignorant wishes to open a company. He has already chosen the name ‘Xmas Mauritius Ltd' for the company. Since he is ignorant about the procedures, he seeks your

QUESTION For the success in the implementation of any business information system, one has to become familiar with the enterprise and understand its objectives in order to prod

what is placing decision in distribution of marketing

Company background information: which sector and industry (manufacturing or service, public or private) organizational characteristics (large versus small, average age

Problem 1: (i) Describe the basic control process. (ii) Show whether control is always possible and necessary in an organization. Problem 2: (i) Using appropriate