不少企业以为市场营销的结果比较显性,所以比较容易评价,这就人为地将营销绩效简单地与财务绩效画上等号,这是不全面的。重新构建企业市场营销绩效评价体系,直接关系到企业市场营销活动的长远发展。本文以此为主题展开探讨,希望能为企业重视市场营销绩效评价提出一些建议和参考。 Many companies think that marketing results more dominant, it is easier to evaluate, which artificially marketing performance simply equates with financial performance, which is not comprehensive. Reconstruction of enterprise marketing performance evaluation system is directly related to the long-term development of enterprise marketing activities. This article takes this as the theme to discuss, hoping to give some suggestions and references for enterprises to pay attention to the marketing performance evaluation.