How to Adapt Marketing Performance Measurement to Global Marketing

Enterprises, entering international market, are facing a series of new challenges, of which the most important one is the adaptation between marketing organization and management. Facing the intricate international marketing environment, how to adapt marketing management ideas and methods existing now to the needs of global marketing is the key for enterprises entering international market successfully. This paper discusses the problem of how to adapt marketing performance measurement to global marketing environment. Firstly it explains the request that global marketing offers to performance measurement, and then takes a further analysis of several ways of how to realize an adaptation of the performance measurement to enterprises in global marketing.