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Given the fact that a firm survival depends on its capacity to create value, and value is defined by customers (Day, 1990), marketing makes a fundamental contribution to long-term business success. But despite of the importance of measuring business performance there is a little research on the measures used to evaluate marketing performance and effectiveness. On the other hand, when looking to the marketing performance and success measures it is noticed that there are many measures. Recently, in an attempt to organize performance measures Kokkinaki and Ambler (1999) have summarized it and established six categories for marketing performance and success measures which are: Financial measures / Competitive market measures / Consumer behaviour measures / Consumer intermediate measures / Direct costumer measures / Innovativeness measures.
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