Llonch, Joan; Eusebio, Rossano; Ambler, Tim - In: European Management Journal 20 (2002) 4, pp. 414-422
Despite the importance of assessing business performance, there is little research on the measures used to evaluate marketing effectiveness. This paper replicates in Spain some UK research into the relative importance of categories of marketing metrics, e.g. financial and non-financial, customer...