Purpose – Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue. Design/methodology/approach – This paper focuses on six categories of marketing effectiveness measures to compare the...

Purpose – This is the first part of two papers which examine the Italian and Spanish textile‐clothing sector The purpose of this paper is to analyse the key factors in the international performance of textile manufacturing companies. Design/methodology/approach – The paper provides a...

Purpose – This is the second of two papers which examine the Italian and Spanish textile‐clothing sector. The purpose of this paper is to focuse on the key factors in the international performance of textile manufacturing companies. Design/methodology/approach – In order to compare Spanish...