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企业营销绩效评价模型研究

A Model of Marketing Performance Measurement
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摘要 本文从多角度梳理了影响营销绩效评价的主要因素,基于市场导向提出了营销绩效评价指标体系构建概念模型.并在实证研究的基础上,进行了模型的假设检验.该模型证实了市场导向、管理者认知等因素对营销绩效评价的显著影响,强调了进行非财务评价、以及向企业高层报告营销绩效评价指标的必要性.这种框架性的路径对于营销绩效评价的理论研究和企业中营销评价指标体系的构建都是十分必要的.
作者 王秀村 孙淑英
机构地区 北京理工大学管理与经济学院
出处 《中国管理科学》 CSSCI 2006年第z1期81-86,共6页 Chinese Journal of Management Science
基金 国家自然科学基金资助项目(70141035)
关键词 营销评价 营销评价模型 市场导向
分类号 C931 [经济管理—管理学]
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参考文献13

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二级参考文献37

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共引文献15

中国管理科学
2006年 第z1期

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