African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4135

Full Length Research Paper

An investigation of the marketing performance measurement practices in Hatfield Volkswagen group

Chris Beukes
  • Chris Beukes
  • Milpark Business School, South Africa.
  • Google Scholar
Gerhard van Wyk
  • Gerhard van Wyk
  • Milpark Business School, South Africa.
  • Google Scholar


  •  Received: 30 March 2015
  •  Accepted: 09 February 2016
  •  Published: 28 March 2016

References

Accenture (2001). Sixty Eight Percent of Executives Unable to Measure Marketing Campaign Return on Investment. [Online] Available from: View [Accessed:2013-06-29]

 

Ambler T, Kokkinaki F, Puntoni S ,Riley D (2001) Assessing market Performance: The Current State of Metrics. London Business School. Working Paper No.01-903.

 
 

Ambler T, Roberts JH (2008) Assessing marketing performance: don't settle for the silver metric. J. Mark. Manage. 24(7-8):733-750.
Crossref

 
 

Boone L, Kurtz D (2009). Contemporary marketing. Mason: South-Western Cengage Learning.

 
 

Cant M (2010) Marketing: An Introduction. 1st ed. Lansdowne: Juta & Co. Ltd.

 
 

Eusibio R, Andreu JL, Belbeze MPL (2006). Measures of marketing performance: a comparative study from Spain. Int. J. Contemporary Hospitality Manage. 18(2):145-155.
Crossref

 
 

Greener S (2008). Business Research Methods. Dr. Sue Greener & Ventus Publishing [Online] Available from: View [Accessed:2013-06-29]

 
 

Jin Z, Deng F, Li H, Skitmore M (2013). Practical Framework for Measuring Performance of International Construction Firms. J. Constr. Eng. Manage. 139(9):1154-1155.
Crossref

 
 

Kennerly M, Neely A (2003). Measuring performance in a changing business environment. Int. J. Oper. Prod. Manage. 23(2):213-229.
Crossref

 
 

Kokkinaki F, Ambler T (1999). Marketing Performance Assessment: An exploratory investigation into current practise and the role of

 
 

Kretlow WJ, McGuigan JR, Moyer RC (2006). Contemporary Financial Management. 10th ed. Ohio: South-Western, part of the Thomson Corporation.

 
 

Le Roux EE, Venter CH, Jansen van, Vuuren JE, Kritzinger AAC, Ferreira EJ, de Beer AA, Hubner CP, Jacobs H, Labushagne M (1998). Business management: a practical approach. Johannesburg: Lexican Publishers.

 
 

McPheat S (2010). Effective Marketing.UK: MTD Training and Ventus Publishing ApS.

 
 

Mills H (2010). An investigation of the marketing performance measurement practises of South African organisations. Unpublished Masters in Commerce Thesis: University of Stellenbosch.

 
 

Moerdyk C (2010). Market researchers might miss a big opportunity. [Online]. Available: 

View. [2014-09-09].

 
 

Moerdyk C (2013). How much money are you wasting on marketing and advertising? [Online].Available: 

View [2014-09-09].

 
 

Nieuwenhuizen C, Rossouw D (2008). Business Management: A Contemporary Approach. Cape Town: Juta & Co.

 
 

O'Sullivan D, Abela AV, Hutchinson M (2009). Marketing performance measurement and firm performance. European J. Mark. 43(5/6):843-862.
Crossref

 
 

Papageorge VM (2005). Measuring marketing performance in South Africa. Unpublished Masters in Business Leadership Thesis: University of South Africa.

 
 

Porter ME (2008). Competitive strategy: Techniques for analysing industries and competitors. New York: Simon & Schuster, Inc.

 
 

Schonlau M, Fricker RD, Elliott MN (2002). Conducting Research Surveys via E-mail and the Web. Santa Monica: Rand.

 
 

Sexton DE (2009). Value above cost: Driving superior financial performance with CVA, the most important metric you've never used. 1st ed. New Jersey: FT Press.

 
 

Shane JM (2007). What every chief executive should know: Using data to measure police performance. Looseleaf Law Publications: New York.

 
 

Shim J, Siegel J (2007). Schaum's Outline of Financial Management. 3rd ed. United States of America: The McGraw-Hill Companies.

 
 

Stapenhurst T (2009). The Benchmarking Book. Oxford: Butterworth-Heinemann.

 
 

Taticchi P (2010). Business performance measurement and management. 1st ed. Berlin:Springer-Verlag.
Crossref

 
 

Walker RH, Slater R, Callaghan B, Smyrnios K, Johnson LW (2004). Measuring marketing performance against the backdrop of intra-organisational change. J. Market. Intelligence Plann. 22(1):59-65.
Crossref

 
 

Weathington BL, Cunningham CJL, Pittenger DJ (2012). Understanding Business Research. New Jersey: John Wiley & Sons.
Crossref

 
 

Woodburn D (2005). Engaging marketing in performance measurement. Meas. Bus. Excellence 8(4):63-72.
Crossref

 
 

Zikmund WG (2003). Business Research Methods. 7th ed. Ohio: South Western, a division of Thompson learning.