KOREASCHOLAR

THE USE OF MARKETING METRICS BY CHINESE FIRMS: A SURVEY OF CURRENT PRACTICES

Xiaoning Liang, Yuhui Gao, Hao Zhang, Xin Guan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/351628
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
pp.1032-1044
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study explores how internal and external factors influence the design and use of marketing performance measurement (MPM) practices in Chinese firms. The results show that a firm’s MPM practice is subject to its characteristics (e.g., marketing dashboard, market orientation, marketing complexity) and its external condition (i.e., market turbulence).

Keyword
marketing performance measurement practicescontextualitythe comprehensiveness of MPMthe use of MPM
Table Content
ABSTRACT
 INTRODUCTION
 LITERATURE REVIEW
  Comprehensiveness and Uses of MPM Practices
  Contextual MPM
 METHODOLOGY
  Research Methods
  Respondent Profile
  Measurement
  Data analysis
 DISCUSSION AND CONCLUSIONS
 references
 TABLES AND FIGURES
Author
  • Xiaoning Liang(Trinity College Dublin, the University of Dublin, Ireland)
  • Yuhui Gao(Dublin City University, Ireland)
  • Hao Zhang(Northeastern University, China)
  • Xin Guan(Capital University of Economics and Business, China)