... component analysis (PCA)-analytical hierarchical process (AHP)-multi-grade fuzzy approach (MFA) to measure marketing-based flexibility. Using PCA method, attributes, enablers and source factors of marketing-based flexibility were identified and a conceptual model was developed. AHP and MFA were used...

...Neil Brooks; Lyndon Simkin Purpose The purpose of this paper is to review the differing structural constraints between corporates and small to medium‐sized enterprises (SMEs) in the area of measuring marketing effectiveness and, using the premise that an imperfect measure is better than none...

... to be positively predictive of tourism behavioral intentions. Originality/value This paper develops an original multi‐dimensional 18‐item scale measuring destination image from the perspective of tourists, which can provide academicians and practitioners with a reliable and valid analytical tool to assess...

...Andrew D. Banasiewicz Purpose To explore the appropriateness of statistical significance testing to measure the practical, managerial significance of outcomes in marketing programmes. Design/methodology/approach An in‐depth analysis of SST's scientific roots is coupled with delineation...

... and in customer activity tracking. It provides UK companies with some guidance on how they can improve their performance measurement using marketing information systems and reorganising existing information for more effective marketing action. The research concentrates on 50 well‐known British companies in oil...