Measures of marketing performance: A comparative study from Spain

Purpose - Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue. Design/methodology/approach - This paper focuses on six categories of marketing effectiveness measures to compare the ways of measuring marketing performance in two groups of Spanish firms (Tourism and Hospitality firms and Industrial firms) in an exploratory study; and also studies the effect of business orientation (customer and competitor orientation) on the measures used to evaluate marketing performance. Findings - It was found that consumer-based measures have a leading role in the evaluation of marketing effectiveness in Tourism and Hospitality companies and customer orientation affects the importance of these consumer-based measures. Research limitations/implications - Research is exploratory and subjective measures of business performance were used. Practical implications - The main implications are addressed to the Tourism and Hospitality managers for improving the ways of measuring marketing effectiveness. Originality/value - This is a study of the measurement of marketing effectiveness in Tourism and Hospitality companies in comparison with the industrial counterparts. © Emerald Group Publishing Limited.