Marketing performance measurement: which way is up?
by Tim Ambler, Flora Kokkinaki
International Journal of Business Performance Management (IJBPM), Vol. 2, No. 1/2/3, 2000

Abstract: The study reported in this paper explores the measurement of marketing performance across different business sectors. It concerns the measures collected, their relative importance and whether business characteristics (e.g. firm size, sector) differentiate such practices. The extent to which firms are satisfied with their current marketing measurement systems and the improvements sought also provide insights into how measurement is being used to enhance performance. Secondary data were collected through semi-structured interviews (n = 44) and a questionnaire-based survey (n = 531). Internal financial measures are, overall, regarded as more important measures of marketing performance than those from the market. Consistent with previous findings, customer and competitor orientation are positively associated with business performance, with customer orientation being the more important. Further, firm orientation influences how marketing is assessed in practice, e.g. customer-oriented firms tend to utilize customer based information more than firms less so oriented. Although the assessment of marketing performance requires consideration of the change of the main marketing asset, few firms formally assess brand equity for this purpose.

Online publication date: Sun, 13-Jul-2003

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Performance Management (IJBPM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com