Findings – It was discovered that client-based measures have a leading role within the analysis of selling effectiveness in Tourism and Hospitality firms and customer orientation impacts the importance of these client-based measures. Research limitations/implications – Research is exploratory and subjective measures of enterprise performance were used. Practical implications – The primary implications are addressed to the Tourism and Hospitality managers for improving the methods of measuring advertising effectiveness. Originality/value – This is a examine of the measurement of marketing effectiveness in Tourism and Hospitality companies compared with the commercial counterparts.
The IMA’s mission is to facilitate the sharing of knowledge of selling professionals. The Chief Marketing Officer Council is a world professional organization designed for advertising executives.
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