2005•北京理工大学学报：英文版Requires access
Measuring Marketing Performance： Investigation into Practice and Certification
王秀村, 卢彬彬
Open publisher page 0 citations
Abstract
The content validity of marketing performance measurement metrics in China is reported. Based on the respondents in the research, the statistic analysis of relative importance, and the frequencies of use of marketing metrics are given. It is shown that the marketing metrics are consistent with market orientation, sectors and the role of managers, that affect the way in measuring marketing performance. The investigation results provide certified basis for developing marketing performance assessment systems in Chinese enterprises.