Marketing performance measures: history and interrelationships

Article Abstract:

The measurement of marketing performance has moved in three directions over the past century, firstly, the movement to nonfinancial from financial output measures; secondly, from output to input measures; and thirdly, to multidimensional from unidimensional perspectives. An analysis of this history reveals the need for the development of a small set of manageable and consistent measures. Loyalty and satisfaction measures should be the first to be considered and they should interrelate with brand equity and market orientation.

Management, Marketing

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Dimensionalizing international market entry mode choice

Article Abstract:

International business organisations tend to adopt less risky ventures as they move away from their socio-cultural group. A survey of Canadian manufacturing firm managers concludes that businesses prefer to invest resources into business ventures rather than seeking contractual modes of business if they have gathered a working knowledge of the region. International staff are required to provide the right resources for global expansion. Other research is discussed.

Research, International aspects, Economic development, International trade

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