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Financial and Non-Financial Measures for Measuring Marketing Perfor-mance: A Theoritical Review

Author

Listed:
  • Zaki Bhaya

    (The Bucharest University of Economic Studies)

  • Zaid Al-Dulaimi

    (The Bucharest University of Economic Studies)

  • Basim Jassmy

    (The Bucharest University of Economic Studies)

Abstract

The purpose of this paper is to explore the concept of marketing performance and discuss its different perspectives, researchers trying to review existing literature of the measurement of marketing performance in accordance with financial and non-financial measures to provide a collection from Theoretical information for further research and give a clear picture about the views related to the subject in this area. The researchers concluded to a set of conclusions and the most important of them was the attention of researchers and marketers to convert from traditional measures to the non-traditional in measurement marketing performance.

Suggested Citation

  • Zaki Bhaya & Zaid Al-Dulaimi & Basim Jassmy, 2017. "Financial and Non-Financial Measures for Measuring Marketing Perfor-mance: A Theoritical Review," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 192-203, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2017:i:1:p:192-203
    as

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    References listed on IDEAS

    as
    1. Lebas, Michel J., 1995. "Performance measurement and performance management," International Journal of Production Economics, Elsevier, vol. 41(1-3), pages 23-35, October.
    2. Avci, Umut & Madanoglu, Melih & Okumus, Fevzi, 2011. "Strategic orientation and performance of tourism firms: Evidence from a developing country," Tourism Management, Elsevier, vol. 32(1), pages 147-157.
    3. Morgan, Neil A. & Clark, Bruce H. & Gooner, Rich, 2002. "Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives," Journal of Business Research, Elsevier, vol. 55(5), pages 363-375, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Marketing performance; Financial measures; Non-financial measures.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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