Can someone reference an instrument to measure the marketing strategies of two or more companies?
Thank you very much for your help.
Dear Frano Giakoni Ramírez
from my point of view With the development of technology social media analytics tools, But it also depends on the type of marketing strategy to be adopted in addition to the subject of the study relying on previous studies and the variables that have been adopted.
best regards
Chahal, Hardeep, and Jagmeet Kaur. "Development of marketing capabilities scale in banking sector." Measuring Business Excellence (2014).
The framework/guidance as per the following publications may further help:
- Ambler, T. and Kokkinaki, F. (1997) Measures of marketing success, Journal of Marketing Management, 13, 7, pp. 665-678.
- Eusebio, R., Llonch Andreu, J. and López Belbeze, M. P. (2006) Measures of marketing performance: a comparative study from Spain, International Journal of Contemporary Hospitality Management, 18, 2, pp. 145-155.
- Neely, A. (2004) Business performance measurement: Theory and Practice. Cambridge, UK: Cambridge University Press. (See: Measuring marketing performance: Which way is up?, pp. 225-243).
- O'sullivan, D. and Abela, A. V. (2007) Marketing performance measurement ability and firm performance, Journal of marketing, 71, 2, pp. 79-93.
- Swerdlick, M. (2008) The Four Cs of Marketing Success, Marketing health services, 28, 4, pp. 8.
Pl ref. following...
Noble, C. H., & Mokwa, M. P. (1999). Implementing marketing strategies: Developing and testing a managerial theory. Journal of Marketing, 63(4), 57-73.
Jou, J. Y., Chou, C. K., & Fu, F. L. (2008). Development of an instrument to measure internal marketing concept. Journal of applied Management and Entrepreneurship, 13(3), 66.
Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of marketing, 68(4), 76-89.
Eusebio, R., Andreu, J. L., & Belbeze, M. P. L. (2006). Measures of marketing performance: a comparative study from Spain. International Journal of Contemporary Hospitality Management.
Mottner, S., & Ford, J. B. (2005). Measuring nonprofit marketing strategy performance: the case of museum stores. Journal of Business Research, 58(6), 829-840.
Gao, Y. (2010). Measuring marketing performance: a review and a framework. The Marketing Review, 10(1), 25-40.
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