ABSTRACT
Marketing has become much more professional, and measuring marketing performance is mandatory. Marketing performance needs to be measured in both the short and long term. Marketing’s impacts must also be gauged internally and externally. This chapter explains the criteria used for measuring short- and long-term marketing performance. It discusses the control and evaluation of marketing plans. The chapter explaind the number of systems of performance measurement specifically designed for tourism. In the age of the consumer, marketing is rapidly changing, and the competition in tourism is intense. Marketing benchmarking is continually measuring and improving marketing performance against the best in the tourism sector as well as relative to competitors.
