Gungor Hacioglu

Marketing performance measurement: marketing metrics in Turkish firms

This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition, the study examines the effects of sectoral differences and market dynamism, and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers’ attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant relationship occurs between the importance that executives attach to metrics and firm performance. Managerial implications and future research opportunities will be presented at the end. The study is, as far as is known, the first attempt at aiming to explore marketing metrics in Turkey, and one of a limited number of studies in emerging economies.

Buyer–Seller Negotiations: A Comparison of Domestic and International Conditions in a Pilot Study with International Business Students

This study examined the differences and similarities between domestic and international negotiations, using Kelleys Negotiation Game to measure the profit achieved. There were 58 participants in the international negotiation sample, 29 Turkish and 29 European students. There were 62 Turkish students in the domestic negotiations. All participants studied business or related topics at a university in Izmir. Student t tests indicated statistically significant differences in scores on misrepresentation of information, interpersonal attraction, peer evaluation of misrepresentation information, and satisfaction between domestic and international negotiations.