Measures of marketing performance: a comparative study from Spain
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 1 February 2006
Abstract
Purpose
Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue.
Design/methodology/approach
This paper focuses on six categories of marketing effectiveness measures to compare the ways of measuring marketing performance in two groups of Spanish firms (Tourism and Hospitality firms and Industrial firms) in an exploratory study; and also studies the effect of business orientation (customer and competitor orientation) on the measures used to evaluate marketing performance.
Findings
It was found that consumer‐based measures have a leading role in the evaluation of marketing effectiveness in Tourism and Hospitality companies and customer orientation affects the importance of these consumer‐based measures.
Research limitations/implications
Research is exploratory and subjective measures of business performance were used.
Practical implications
The main implications are addressed to the Tourism and Hospitality managers for improving the ways of measuring marketing effectiveness.
Originality/value
This is a study of the measurement of marketing effectiveness in Tourism and Hospitality companies in comparison with the industrial counterparts.
Keywords
Citation
Eusebio, R., Llonch Andreu, J. and Pilar López Belbeze, M. (2006), "Measures of marketing performance: a comparative study from Spain", International Journal of Contemporary Hospitality Management, Vol. 18 No. 2, pp. 145-155. https://doi.org/10.1108/09596110610646691
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited