This paper will examine how managers approach marketing in Iran. Using data from a large-scale empirical study in Iran,
We have focused on ways to approach marketing managers to measure and identify the criteria that they are stressed. The
performance is a reflection of Iranian management. In dictating that managers will use a combination of criteria. Such as the
total number of customers, number of complaints and customer satisfaction are among the best known and most widely used
standards. Reviewed the results of10 of the most relevant criteria in four groups: Including customer perspective, financial,
market and product vision and innovation. Indicators related to management of customer's perspective, the most important
requirements. In addition, we will discuss he results. Comparison with previous studies in other countries do. Finally, the
results and the way for future research are provided.
کلید واژگان :
Performance measurement, marketing metrics, management practices of Iran
