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).

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

• 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)