Marketing Performance Assessment Using a Normative Perspective

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Alebrahim, Yeganeh | 2010

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Type of Document: M.Sc. Thesis
Language: English
Document No: 40796 (54)
University: Sharif University of Technology, International Campus, Kish Island
Department: Management and Economics
Advisor(s): Najmi, Manoochehr
Abstract:
In this research the tendency of the Iranian companies in using marketing metrics will be examined. Business orientation and size of the firms have been considered as factors to be effective on diversified taste of companies in using financial, non-financial or a combination of both measures in evaluating marketing performance. An export-oriented sector of our country such as companies affiliated in IDRO must be able to measure the marketing performance as a prerequisite to be able to enter a global competition. In this research it has been attempted to determine the metrics favored by Iranian firms. It has been also concluded that the size of the companies has a direct relation with the importance of financial metrics in marketing performance measurement and it has been realized that companies’ performance measurement metrics in use follows and considers the business orientation and culture of the firm.
Keywords:
Performance Evaluation ; Marketing ; Customer Orientation ; Competitor Orientation ; Marketing Matrix

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