a r t i c l e i n f o Keywords: Case study Digital marketing Industrial business Performance measurement Web analytics This study proposes that the benefits gained from marketing performance measurement are determined by how an organization exploits the metrics system under specific circumstances. For this purpose, the authors review performance measurement literature and apply it to the use of...

The increasing use of micro-blogging as a marketing tool has increased research attention on usage and business value of enterprise micro-blogging. Based on research on information system (IS) usage and resourcebased view (RBV) theory, this study develops a model to reveal the mechanism of business value creation of enterprise micro-blogging. The model consists of metrics on micro-blogging usag...

The principal objectives in this paper are to compare and contrast marketing management practices for a longitudinal sample of 871 small and medium-sized enterprises (SMEs) in the Australian manufacturing sector that have embarked upon different development pathways; and to examine possible connections between SME growth and the choice of marketing management practices. The results indicate tha...

nowadays, belief in the criteria and conditions of interactions with an organization to promote customer relationships is somehow tied to the organizational performance, and its final goal is of great importance. in the literature on organizational behavior, this belief is defined as the “psychological contract”. the intention of this mixed research is to identify and discover the contents of p...

The vagueness and uncertainty of data is a frequent problem in marketing research. Since rough sets have already proven their usefulness in dealing with such data in important domains like medicine and image processing, the question arises, whether they are a useful concept for marketing as well. Against this background we investigate the rough set theory-based LEM2 algorithm as a classificatio...

The relationship between initiating export stimuli and export performance is examined within the context of four specific types of export marketing strategies. The nature of the export stimulus is seen to be associated with performance for some types of strategy but not for all. Consequently, export marketing strategy acts as a moderator of the relationship between export stimuli and the perfor...

This paper identifies the factors necessary for the sustainable performance of two Chinese web marketing companies. The companies are Alibaba and its twin, Taobao. This research is based on the structural equation model (SEM). The paper analyzes the core governance factors of Chinese trust (Guanxi) from outperforming web marketing mix strategies to determine if Guanxi can be applied to other we...

Despite over a decade of social marketing in Uganda, no national population-based studies had been carried out to assess the performance of social marketing in Uganda. For the CMS project, project performance was mainly determined from sales figures. For this reason, the CMS project in 2002 started a periodic tracking survey is to provide regular population-based data for monitoring and evaluat...