Financial and Non-Financial Measures for Measuring Marketing Perfor-mance: A Theoritical Review

Title

Financial and Non-Financial Measures for Measuring Marketing Perfor-mance: A Theoritical Review

Author

Zaki Bhaya, Zaid Al-Dulaimi, Basim Jassmy

Classification JEL

M31

Abstract

The purpose of this paper is to explore the concept of marketing performance and discuss its different perspectives, researchers trying to review existing literature of the measurement of marketing performance in accordance with financial and non-financial measures to provide a collection from Theoretical information for further research and give a clear picture about the views related to the subject in this area. The researchers concluded to a set of conclusions and the most important of them was the attention of researchers and marketers to convert from traditional measures to the non-traditional in measurement marketing performance.

Keywords

Marketing performance, Financial measures, Non-financial measures.

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Please cite this article as: mbd (2017) Financial and Non-Financial Measures for Measuring Marketing Perfor-mance: A Theoritical Review. International Conference on Marketing and Business Development. http://www.mbd.ase.ro/?p=342