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An expanded model of marketing performance

António Pimenta da Gama (UNIDCOM, IADE, Lisboa, Portugal)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 25 October 2011

Abstract

Purpose

The purpose of this paper is to develop a model identifying key metric categories on which companies should focus attention, so that they can better understand their current situation whilst offering guidance for improvement.

Design/methodology/approach

The paper is structured in three parts. It begins with a general overview of performance measurement, followed by a description of marketing performance and metrics in particular. Then, it develops the proposed model in terms of its rationale and content. Finally, concluding remarks are presented.

Findings

The benefits from extending knowledge about marketing performance are substantial. The author believes that if companies develop an integrated set of relevant measures and systematically collect, analyze and disseminate information about them, then marketing may be viewed as a more credible discipline.

Research limitations/implications

It is hoped that this contribution may stimulate research, particularly in terms of testing the model's content and sequence, as well as the effect of influencing factors.

Practical implications

Marketing metrics have historically privileged outputs. This paper draws attention not only to the processes leading to such results, but also to the requirements necessary to proper accomplishment of these activities. The model positions itself as a tool that allows measurement of both the conditions determining good marketing practice and its contribution to value creation.

Originality/value

Most of the literature on this theme focuses on individual metrics, not on integrated performance. The model presented expands the existing ones as it encompasses new evaluative dimensions (marketing culture, marketing processes) and factors influencing process effectiveness.

Keywords

Citation

Pimenta da Gama, A. (2011), "An expanded model of marketing performance", Marketing Intelligence & Planning, Vol. 29 No. 7, pp. 643-661. https://doi.org/10.1108/02634501111178677

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited