IDEAS home Printed from https://ideas.repec.org/a/ids/ijbpma/v3y2001i2-3-4p231-244.html
   My bibliography  Save this article

Marketing performance measurement: evolution of research and practice

Author

Listed:
  • Bruce H. Clark, Tim Ambler

Abstract

This article reviews the evolution of marketing performance measurement from both research and practitioner perspectives. We find four historical research stages that have evolved in sequence but now continue concurrently, and explore how firms evolve their use of marketing performance measures. Practitioners increasingly regard effectiveness as more important than efficiency in marketing performance. The paper extrapolates that evolution to suggest future directions for practitioners. Identifying the impact of performance measurement systems over time is a critical issue for both research and improved practice.

Suggested Citation

  • Bruce H. Clark, Tim Ambler, 2001. "Marketing performance measurement: evolution of research and practice," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 3(2/3/4), pages 231-244.
    • Handle: RePEc:ids:ijbpma:v:3:y:2001:i:2/3/4:p:231-244
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=101
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hadrian Piotr, 2020. "The Various Models of Marketing Audit," Marketing of Scientific and Research Organizations, Sciendo, vol. 37(3), pages 51-72, September.
    2. Tarkan Tunç, 2020. "The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey," Istanbul Management Journal, Istanbul University Business School, vol. 0(89), pages 47-71, December.
    3. Samuel Afriyie & Jianguo Duo & Kingsley Appiah & Abdul-Aziz Ibn Musah, 2018. "The Nexus between Types of Innovation and Marketing Performance of SME in an Emerging Economy," International Review of Management and Marketing, Econjournals, vol. 8(6), pages 78-92.
    4. Collins Kankam-Kwarteng & Francis Osei & Gabriel Asante-Gyabaah & Kofi Ankamah Ferkah, 2022. "Mediation role of service innovation in the effects of knowledge creation on marketing performance of restaurant," Technium Social Sciences Journal, Technium Science, vol. 27(1), pages 620-638, January.
    5. Mýsra Çaðla Gül, 2009. "Relative Effects of Marketing Effectiveness Dimensions on Firm Performance: An Empirical Analysis with a Multi-Industry Sample," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 23(1+2), pages 37-53.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbpma:v:3:y:2001:i:2/3/4:p:231-244. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=3 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.