Measuring Multinational Enterprise Marketing Performance

Measuring Multinational Enterprise Marketing Performance

Donald E. Sexton (Columbia University, USA)
DOI: 10.4018/978-1-5225-0276-0.ch005
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Abstract

Measuring the marketing performance of multinational enterprises poses special challenges. Coordination of marketing activities across markets is difficult due to possible differences in customer priorities and the consequent optimal positioning of products or services. The availability of marketing tactics may vary by country due to custom, infrastructure, or regulations. Country markets may be in different stages of the competitive life cycle which affects business performance. The purposes of this chapter are: 1) to examine and define a multi-country marketing strategy, 2) to explore the process of developing a multi-country marketing strategy, 3) to identify metrics for evaluating the performance of a multi-country marketing strategy, 4) to share and comment on the results of surveys of international managers with respect to their multi-country strategies and the metrics they employ to evaluate strategy performance, and 5) to suggest measures for evaluating a multi-country marketing strategy.
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Background: Marketing Strategy And Performance Metrics

Performance measures should provide a perspective on all the components of a marketing strategy. There are four main components of any marketing strategy (Sexton, 2007b; Sexton, 2009b):

  • 1.

    Target market.

  • 2.

    Business objectives.

  • 3.

    Positioning.

  • 4.

    Programs.

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