IDEAS home Printed from https://ideas.repec.org/a/taf/jbemgt/v14y2013isup1ps413-s432.html
   My bibliography  Save this article

Marketing performance measurement: marketing metrics in Turkish firms

Author

Listed:
  • Gungor Hacioglu
  • Osman Gök

Abstract

This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition, the study examines the effects of sectoral differences and market dynamism, and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers' attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant relationship occurs between the importance that executives attach to metrics and firm performance. Managerial implications and future research opportunities will be presented at the end. The study is, as far as is known, the first attempt at aiming to explore marketing metrics in Turkey, and one of a limited number of studies in emerging economies.

Suggested Citation

  • Gungor Hacioglu & Osman Gök, 2013. "Marketing performance measurement: marketing metrics in Turkish firms," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 14(sup1), pages 413-432, June.
    • Handle: RePEc:taf:jbemgt:v:14:y:2013:i:sup1:p:s413-s432
    DOI: 10.3846/16111699.2012.729156
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.3846/16111699.2012.729156
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.3846/16111699.2012.729156?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

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

    References listed on IDEAS

    as
    1. Lamberti, Lucio & Noci, Giuliano, 2010. "Marketing strategy and marketing performance measurement system: Exploring the relationship," European Management Journal, Elsevier, vol. 28(2), pages 139-152, April.
    2. Yilmaz, Cengiz & Alpkan, Lutfihak & Ergun, Ercan, 2005. "Cultural determinants of customer- and learning-oriented value systems and their joint effects on firm performance," Journal of Business Research, Elsevier, vol. 58(10), pages 1340-1352, October.
    3. Sunil Gupta & Valarie Zeithaml, 2006. "Customer Metrics and Their Impact on Financial Performance," Marketing Science, INFORMS, vol. 25(6), pages 718-739, 11-12.
    4. Murphy, Gregory B. & Trailer, Jeff W. & Hill, Robert C., 1996. "Measuring performance in entrepreneurship research," Journal of Business Research, Elsevier, vol. 36(1), pages 15-23, May.
    5. John L Naman & Dennis P. Slevin, 1993. "Entrepreneurship and the concept of fit: A model and empirical tests," Strategic Management Journal, Wiley Blackwell, vol. 14(2), pages 137-153, February.
    6. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    7. Sheth, Jagdish N. & Sisodia, Rajendra S., 2002. "Marketing productivity: issues and analysis," Journal of Business Research, Elsevier, vol. 55(5), pages 349-362, May.
    8. Hooley, Graham J. & Greenley, Gordon E. & Cadogan, John W. & Fahy, John, 2005. "The performance impact of marketing resources," Journal of Business Research, Elsevier, vol. 58(1), pages 18-27, January.
    9. Michael Song & Cornelia Droge & Sangphet Hanvanich & Roger Calantone, 2005. "Marketing and technology resource complementarity: an analysis of their interaction effect in two environmental contexts," Strategic Management Journal, Wiley Blackwell, vol. 26(3), pages 259-276, March.
    10. Stewart, David W., 2009. "Marketing accountability: Linking marketing actions to financial results," Journal of Business Research, Elsevier, vol. 62(6), pages 636-643, June.
    11. Barwise, Patrick & Farley, John U., 2004. "Marketing Metrics:: Status of Six Metrics in Five Countries," European Management Journal, Elsevier, vol. 22(3), pages 257-262, June.
    12. Joffi Thomas & Rajen K. Gupta, 2005. "Marketing Theory and Practice," Global Business Review, International Management Institute, vol. 6(1), pages 95-112, February.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Paola Andrea Ortiz-Rendón & Luz Alexandra Montoya-Restrepo & Jose-Luis Munuera-Alemán, 2020. "A Study of Cognitive Results in Marketing and Finance Students," Simulation & Gaming, , vol. 51(5), pages 666-684, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Csikósová, Adriana & Čulková, Katarína & Janošková, Mária, 2016. "Evaluation of quantitative indicators of marketing activities in the banking sector," Journal of Business Research, Elsevier, vol. 69(11), pages 5028-5033.
    2. Adam Gaskill & Hume Winzar, 2013. "Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector," SAGE Open, , vol. 3(3), pages 21582440135, September.
    3. Voola, Ranjit & Casimir, Gian & Carlson, Jamie & Anushree Agnihotri, M., 2012. "The effects of market orientation, technological opportunism, and e-business adoption on performance: A moderated mediation analysis," Australasian marketing journal, Elsevier, vol. 20(2), pages 136-146.
    4. Srivastava, Mohit & Moser, Roger & Hartmann, Evi, 2018. "The networking behavior of Indian executives under environmental uncertainty abroad: An exploratory analysis," Journal of Business Research, Elsevier, vol. 82(C), pages 230-245.
    5. Sandeep Vij & Harpreet Singh Bedi, 2016. "Effect Of Organisational And Environmental Factors On Innovativeness And Business Performance Relationship," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(03), pages 1-28, April.
    6. Mani, Venkatesh & Jabbour, Charbel Jose Chiappetta & Mani, Kavitha T.N., 2020. "Supply chain social sustainability in small and medium manufacturing enterprises and firms’ performance: Empirical evidence from an emerging Asian economy," International Journal of Production Economics, Elsevier, vol. 227(C).
    7. Yyes Robichaud & Jean-Charles Cachon & Egbert Mcgraw, 2018. "Gender Comparisons In Success Evaluation And Sme Performance In Canada," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 23(01), pages 1-26, March.
    8. Sora Lee & Jaewon Yoo, 2021. "Determinants of a Firm’s Sustainable Competitive Advantages: Focused on Korean Small Enterprises," Sustainability, MDPI, vol. 13(1), pages 1-16, January.
    9. Homburg, Christian & Krohmer, Harley & Workman, John Jr., 2004. "A strategy implementation perspective of market orientation," Journal of Business Research, Elsevier, vol. 57(12), pages 1331-1340, December.
    10. John A. Pearce II & David A. Fritz & Peter S. Davis, 2010. "Entrepreneurial Orientation and the Performance of Religious Congregations as Predicted by Rational Choice Theory," Entrepreneurship Theory and Practice, , vol. 34(1), pages 219-248, January.
    11. Anna S. Cui & Fang Wu, 2016. "Utilizing customer knowledge in innovation: antecedents and impact of customer involvement on new product performance," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 516-538, July.
    12. Lucía Muñoz-Pascual & Jesús Galende, 2020. "Ambidextrous Knowledge and Learning Capability: The Magic Potion for Employee Creativity and Sustainable Innovation Performance," Sustainability, MDPI, vol. 12(10), pages 1-27, May.
    13. Yang, Feifei & Shinkle, George A. & Goudsmit, Mirjam, 2022. "The efficacy of organizational control interactions: External environmental uncertainty as a critical contingency," Journal of Business Research, Elsevier, vol. 139(C), pages 855-868.
    14. Anselmsson, Johan & Bondesson, Niklas, 2015. "Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 58-70.
    15. Sheshadri Chatterjee & Ranjan Chaudhuri & Demetris Vrontis & Thanos Papadopoulos, 2024. "Examining the impact of deep learning technology capability on manufacturing firms: moderating roles of technology turbulence and top management support," Annals of Operations Research, Springer, vol. 339(1), pages 163-183, August.
    16. Baehre, Sven & O'Dwyer, Michele & O'Malley, Lisa & Story, Vicky M, 2022. "Customer mindset metrics: A systematic evaluation of the net promoter score (NPS) vs. alternative calculation methods," Journal of Business Research, Elsevier, vol. 149(C), pages 353-362.
    17. Salunke, Sandeep & Weerawardena, Jay & McColl-Kennedy, Janet R., 2013. "Competing through service innovation: The role of bricolage and entrepreneurship in project-oriented firms," Journal of Business Research, Elsevier, vol. 66(8), pages 1085-1097.
    18. Takata, Hidesuke, 2016. "Effects of industry forces, market orientation, and marketing capabilities on business performance: An empirical analysis of Japanese manufacturers from 2009 to 2011," Journal of Business Research, Elsevier, vol. 69(12), pages 5611-5619.
    19. Iyer, Karthik N.S. & Srivastava, Prashant & Srinivasan, Mahesh, 2019. "Performance implications of lean in supply chains: Exploring the role of learning orientation and relational resources," International Journal of Production Economics, Elsevier, vol. 216(C), pages 94-104.
    20. Gök, Osman & Peker, Sinem & Hacioglu, Gungor, 2015. "The marketing department’s reputation in the firm," European Management Journal, Elsevier, vol. 33(5), pages 366-380.

    More about this item

    Statistics

    Access and download statistics

    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:taf:jbemgt:v:14:y:2013:i:sup1:p:s413-s432. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/TBEM20 .

    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.