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Journal of Global Marketing Volume 21, 2008 - Issue 3
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Original Articles

Marketing Metrics Use in a Transition Economy: The Case of Vietnam

John U. Farley The Tuck School of Business, Dartmouth College, Hanover, NH
,
Scott Hoenig School of Economics and Business Sciences, University of the Witwatersrand, Johannesburg, South Africa
,
Donald R. Lehmann Graduate School of Business, Columbia University, New York, NY
&
Hoang Thuy Nguyen Center for International Cooperation and Training, The University of Banking, Hanoi, Vietnam
Pages 179-190 | Published online: 11 Oct 2008

Citations (16)

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Eklou R. Amendah, Amarpreet Kohli, Nihar Kumthekar & Gurmeet Singh. (2023) Impact of Financial and Nonfinancial Constructs on Customer Lifetime Value (CLV): U.S. Retailer’s Perspective. Journal of Relationship Marketing 22:3, pages 202-237.
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Van Thac Dang, Thuy Linh Pham & Jianming Wang. (2021) Influence tactics, customer trust and buyer–supplier long-term relationships: evidence from B2B companies in an emerging economy. Total Quality Management & Business Excellence 32:9-10, pages 939-958.
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Gungor Hacioglu & Osman Gök. (2013) Marketing performance measurement: marketing metrics in Turkish firms. Journal of Business Economics and Management 14:sup1, pages S413-S432.
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Articles from other publishers (13)

Boban Melović, Marina Dabić, Milica Vukčević, Dragana Ćirović & Tamara Backović. (2021) Strategic business decision making: the use and relevance of marketing metrics and knowledge management. Journal of Knowledge Management 25:11, pages 175-202.
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Daniel Espinosa Sáez, Paola Andrea Ortiz-Rendón & José Luis Munuera Alemán. (2021) The influence of formal and informal control on market and financial results. Spanish Journal of Marketing - ESIC.
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Liem Viet Ngo, Thi Nguyet Que Nguyen, Nam The Tran & Widya Paramita. (2020) It takes two to tango: The role of customer empathy and resources to improve the efficacy of frontline employee empathy. Journal of Retailing and Consumer Services 56, pages 102141.
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Şeyma Nur AYDIN & İsmail GÖKDENİZ. (2020) Stratejik Pazarlama Performansını Belirlemeye Yönelik Bir Model ÖnerisiA Model Proposal for Determining Strategic Marketing Performance. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi 23:1, pages 372-393.
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Thi Nguyet Que Nguyen, Liem Viet Ngo & Jiraporn Surachartkumtonkun. (2019) When do-good meets empathy and mindfulness. Journal of Retailing and Consumer Services 50, pages 22-29.
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Dang, Wang & Van-Thac Dang. (2019) An Integrated Fuzzy AHP and Fuzzy TOPSIS Approach to Assess Sustainable Urban Development in an Emerging Economy. International Journal of Environmental Research and Public Health 16:16, pages 2902.
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John J. Sailors. (2019) Breadth and frequency of marketing metric reporting and firm performance in the Middle East. Journal of Islamic Marketing 11:4, pages 883-893.
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Luu Trong Tuan. (2017) Under entrepreneurial orientation, how does logistics performance activate customer value co-creation behavior?. The International Journal of Logistics Management 28:2, pages 600-633.
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Dhanushanthini Yoganathan, Charles Jebarajakirthy & Paramaporn Thaichon. (2015) The influence of relationship marketing orientation on brand equity in banks. Journal of Retailing and Consumer Services 26, pages 14-22.
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Le Nguyen Hau & Liem Viet Ngo. (2012) Relationship marketing in Vietnam: an empirical study. Asia Pacific Journal of Marketing and Logistics 24:2, pages 222-235.
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Liem Viet Ngo & Aron O'Cass. (2011) The relationship between business orientations and brand performance. Asia Pacific Journal of Marketing and Logistics 23:5, pages 684-713.
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Paul D. Ellis. (2010) International trade intermediaries and the transfer of marketing knowledge in transition economies. International Business Review 19:1, pages 16-33.
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Sophie Tesoriero, Jackie Chung & Rita DiMascio. (2015) Organizational Culture and the Selection of Marketing Metrics. SSRN Electronic Journal.
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