基于全方位视角的企业营销绩效评价研究  

作　　者：郁文利[1] 井浩湧[1] 谢微[1] 

机构地区：[1]大连交通大学,辽宁大连116028

出　　处：《现代经济（现代物业下半月）》2008年第7期89-91,共3页

摘　　要：营销作为企业的三大基石之一,营销部门的作用可见一般,怎么更好的激励营销部门就成为关键要解决的问题,所以营销绩效的评价对企业来讲起着关键的作用。本文正是基于目前我国企业营销绩效评价中存在的这些问题,从全方位的视角出发去构建企业的营销绩效评价指标体系,希望能提供一些有用的建议。As one of the three cornerstones of the company, the role of the marketing departments is obviously, how to better stimulate the marketing departments have become the key problem to be solved, so the marketing performance measurement plays a key role in the enterprise. This article is based on these problems in marketing performance measurement of the current enterprises about our country, from the full perspective to build the enterprise＇s marketing performance measurement indicators, and hope that can provide some useful suggestions.

关 键 词：营销绩效评价 评价指标 全方位视角 

分 类 号：F274[经济管理—企业管理]