Managerial perceptions of marketing performance: efficiency, adaptability, effectiveness and satisfaction
Managerial perceptions of marketing performance: efficiency, adaptability, effectiveness and satisfaction
复制标题
管理人员对营销绩效的看法：效率、适应性、有效性和满意度
DOI：
10.1080/096525400346286
复制
发表时间：
2000
影响因子：
4.1
通讯作者：
Bruce H. Clark
中科院分区：
文献类型：
--
作者：
Bruce H. Clark
虽然市场营销作为一个领域已经研究了营销行为如何影响绩效的客观衡量标准，但我们对管理者如何做出绩效判断知之甚少。本文报告了一项关于管理者如何在效率、对环境的适应性和有效性（结果与期望）方面评估营销绩效的研究结果。一项对130名高级营销经理的调查显示，管理人员对营销绩效的看法在使用的衡量标准数量和评估这些衡量标准的方法方面都是多维的，这对研究和实践具有重要意义。在所有的观点中，有效性是管理者最关心的问题。它不仅对感知绩效有强烈的直接影响，而且还调节了许多其他变量的影响。
While marketing as a field has researched how marketing behaviours can affect objective measures of performance, we know relatively little about how managers make performance judgements. This paper reports the results of a study on how managers evaluate the performance of marketing in terms of efficiency, adaptability to the environment and effectiveness (results versus expectations). A survey of 130 senior marketing managers reveals that managerial perceptions of marketing performance appear multidimensional both in terms of the number of measures used and the methods of evaluating those measures, with important implications for research and practice. Of all the perspectives, effectiveness is the most important concern of managers. It has not only a strong direct effect on perceived performance, but mediates the effects of a number of other variables.
麦格劳·希尔
DOI：
--
发表时间：
2008
期刊：
影响因子：
--
作者：
K. Rinsaka;K. Shibata and T. Dohi;K.Nakade and M.Hiraiwa;H. Okamura;K. Rinsaka;S.-H. Shu and T. Dohi (eds.)
通讯作者：
S.-H. Shu and T. Dohi (eds.)