DocumentCode
995359
Title
Measuring marketing performance
Author
Dibbo, Alan
Author_Institution
The Chartered Inst. of Marketing, Maidenhead, UK
Volume
3
Issue
6
fYear
1993
fDate
12/1/1993 12:00:00 AM
Firstpage
255
Lastpage
258
Abstract
Recent surveys have determined that 70% of UK companies admit to being poor at marketing. In the USA, Germany and Japan marketing is recognised by most Chief Executives as the single most important aspect of their management. To be successful, a company must change to meet changing customer demands faster and more efficiently than its competitors. Marketing is the management process which should ensure that changes are effective. This article discusses how to measure and improve marketing
Keywords
management; marketing; UK; company; customer demands; management; marketing performance; surveys;
fLanguage
English
Journal_Title
Engineering Management Journal
Publisher
iet
ISSN
0960-7919
Type
jour
Filename
251354
Link To Document