Tim Ambler and Flora Kokkinaki (1997), ‘Measures of Marketing Success’, Journal o f Marketing Management, 13, pp. 665-78

A firm that devotes its resources to the sale of oranges, should not be judged by the number of apples it has disposed of. Their marketers will be concerned with what helps achieve their objectives, the drivers of success, not with the interests of the researcher. This paper considers the extent to which six leading marketing journals and the Strategic Management Journal address those needs.