Despite the importance of assessing business performance, there is little research on the measures used to evaluate marketing effectiveness. This paper replicates in Spain some UK research into the relative importance of categories of marketing metrics, e.g. financial and non-financial, customer...

In the latest years, the relationship between technology and export has been studied to explain the influence of the firms efforts in the technological activities and their export performance. With no doubt, most of the studies on this subject tend to approximate the innovation strategy of a...