Measures of Marketing Success: A Comparison Between China and the United Kingdom View Full Text


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Article Info

DATE

2003-06

AUTHORS

Tim Ambler, Wang Xiucun

ABSTRACT

Despite the importance of assessing business performance, there is little research on the measures used to evaluate marketing effectiveness. This paper replicates in China some UK research into the relative importance of categories of marketing metrics, e.g., financial and non-financial, customer and competitive. The Chinese results are compared with those from the UK. In China, respondents saw financial metrics as less important than their UK counterparts and they appeared to be more marketing oriented, but the difference of consumer orientation across departments of firms in China appears larger than in UK. In both countries the importance given to metrics categories were consistent with orientation, while in China there is no relationship between consumer orientation and the important of direct customer metrics as in UK, but the relationship between competition orientation and the measurement of direct customers was found in China. More... »

PAGES

267-281

Identifiers

URI

http://scigraph.springernature.com/pub.10.1023/a:1023896601290

DOI

http://dx.doi.org/10.1023/a:1023896601290

DIMENSIONS

https://app.dimensions.ai/details/publication/pub.1007093278


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