Measuring Marketing Performance: Investigation into Practice and Certification

摘要

The content validity of marketing performance measurement metrics in China is reported. Based on the respondents in the research, the statistic analysis of relative importance, and the frequencies of use of marketing metrics are given. It is shown that the marketing metrics are consistent with market orientation, sectors and the role of managers, that affect the way in measuring marketing performance. The investigation results provide certified basis for developing marketing performance assessment systems in Chinese enterprises.