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Measuring marketing performance: comparing the literature with the perspective of business executives

Pont, M. and Shaw, Robin 2004, Measuring marketing performance: comparing the literature with the perspective of business executives, in Papers from the Fourth International Conference on Performance Measurement and Management PMA 2004, Cranfield School of Management, Cranfield, England, pp. 835-842.

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Title Measuring marketing performance: comparing the literature with the perspective of business executives
Author(s) Pont, M.
Shaw, Robin
Conference name International Conference on Performance Measurement and Management (4th : 2004 : Edinburgh, UK)
Conference location Edinburgh, Scotland
Conference dates 28-30 July 2004
Title of proceedings Papers from the Fourth International Conference on Performance Measurement and Management PMA 2004
Editor(s) Neely, Andy
Kennerley, Mike
Walters, Angela
Publication date 2004
Start page 835
End page 842
Publisher Cranfield School of Management
Place of publication Cranfield, England
Summary This paper investigated performance measurement from both an academic and an Australian practitioner perspective. The current consensus in the literature is that performance is a multi-faceted construct, incorporating both financial and non-financial aspects, and that a sole focus on financial performance measures is less appropriate to deal with the issues that confront organisations today. However, the findings ofthis research indicate that researchers and practitioners alike are driven by financial performance measures. The results indicate that sales/growth and Return-on-Investment (ROI) are the most frequently utilised financial performance measures, whilst satisfaction is the most frequently utilised non-financial measure.
ISBN 0953376133
9780953376131
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005410

Document type: Conference Paper
Collection: Deakin Graduate School of Business
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