 Measures of Marketing Success:: A Comparison Between Spain and the UKJoan Llonch, Rossano Eusebio and Tim Ambler European Management Journal, 2002, vol. 20, issue 4, 414-422 Abstract: 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. In Spain performance metrics are mostly compared with the previous year whereas in the UK the marketing plan is the principal benchmark. Spanish managers are more satisfied with the metrics they use to assess marketing performance although both see considerable room for improvement. Keywords: Performance; Marketing; Measurement; Metrics; Customers; Competitors; Financial; Spain; UK (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:eurman:v:20:y:2002:i:4:p:414-422 Ordering information: This journal article can be ordered from Access Statistics for this article European Management Journal is currently edited by Michael Haenlein More articles in European Management Journal from Elsevier |
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