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The research aims to test whether the ability to measure marketing performance affects the actual performance of firms, in the context of the European high‐tech sector. It also aims to test whether performance‐reporting frequency and size of marketing budget mediate the relationship between measurement ability and performance.

Survey responses collected from 157 marketers were supplemented with firm performance data.

Results show that marketing performance measurement ability positively impacts firm performance and that reporting frequency mediates this relationship.

More attention should be given to the activities that are measured rather than the metrics in use – which receive much attention in the literature. Current interest in marketing dashboards may be overstated.

Enhanced ability to account for marketing leads not only to improved firm performance, but also to greater regard for marketing at the senior management level.

This is the first study to demonstrate a link between marketing performance measurement ability or frequency and firm performance in the European market. It also provides an insight into the chain of effects linking marketing performance measurement ability to firm performance.

Marketing professionals are under pressure to implement methods and metrics that demonstrate the value of the function. This paper aims to propose a model to measure marketing performance, focusing on four categories of metrics and two types of factors that influence the effectiveness of the assessment process.

The paper is organized in three parts. The first part includes a synthesis of the theoretical background on the subject. Next, the rationale and architecture of the model are presented, together with an explanation of the elements that compose it. A reflection on the work developed is presented in the last section.

Benefits regarding how to best assess marketing practice are considerable, as organizations with effective performance measurement systems tend to show better results than others. In this context, the choice of metrics is important, but it is also necessary to understand the mechanisms through which the effectiveness of the measurement process can be improved.

Literature has mainly focused attention on the effect of individual programs on specific measures or on conceptual models that do not sufficiently address all major elements in the marketing assessment process. This work extends previous contributions on the subject, presenting a model that combines metrics with factors underlying the measurement process.

Marketing has habitually avoided performance measurement, pleading difficulties with quantification of its activities and their outcomes. As a result, in many companies marketing has become marginalized to a straightforward marketing communications, whereas, it should hold a pivotal role in the identification of customer needs, specification of the value sought and demand generation, interpreted in its widest sense. This paper shows how marketing and the rest of the organization should relate to each other in the process of customer and value development and delivery, on which business performance depends. It discusses the importance of marketing in four constituents of performance measurement; resources, processes, products/services and financial performance. The CIMBA model of marketing processes is used to demonstrate that there can be no return on marketing investment without delivery through core operations. The paper concludes that marketing and business performance measurement are indispensable to each other.

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.

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.

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.

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.

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.

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.

Driven by the growing pressure to justify the contributions of marketing activities, marketers have shown considerable interest in improving their marketing performance measurement systems (MPMSs). The purpose of this study is to examine the neglected mediating effect of marketing capabilities on the MPMS–firm performance relationship and to focus on specific aspects of MPMSs that have been largely omitted in the prior research, namely, the comprehensiveness and uses of MPMSs.

A survey was conducted with marketing and senior managers from 210 Irish-based companies. The proposed research model was tested by using the SPSS Process macro and structural equation modeling in AMOS 24.

The three characteristics of MPMSs influence firm performance in different manners: while the diagnostic use of MPMSs hinders the development of market-linking capability and thus negatively influences firm performance; the comprehensiveness of MPMSs positively influences firm performance through its impact on architectural marketing capability; and the interactive use of MPMSs via externally focused learning and market-linking capabilities.

Although this study used objective firm performance data to validate subjective data, the use of single-informant and self-reported measures may still be a concern, as the strong relationships between variables may be because of single-informant bias.

This study provides insights into how companies can use a comprehensive MPMS to cultivate specific crucial marketing capabilities and thereby enhance firm performance.

This study contributes to the marketing performance measurement literature by proposing and empirically validating the mediating effect of marketing capabilities on the MPMS–firm performance relationship.

Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue.

This paper focuses on six categories of marketing effectiveness measures to compare the ways of measuring marketing performance in two groups of Spanish firms (Tourism and Hospitality firms and Industrial firms) in an exploratory study; and also studies the effect of business orientation (customer and competitor orientation) on the measures used to evaluate marketing performance.

It was found that consumer‐based measures have a leading role in the evaluation of marketing effectiveness in Tourism and Hospitality companies and customer orientation affects the importance of these consumer‐based measures.

Research is exploratory and subjective measures of business performance were used.

The main implications are addressed to the Tourism and Hospitality managers for improving the ways of measuring marketing effectiveness.

This is a study of the measurement of marketing effectiveness in Tourism and Hospitality companies in comparison with the industrial counterparts.

The study investigates the development of three key strategic marketing constructs – market orientation, marketing-related business process capabilities and marketing performance measurement – as well as their performance implications over a period of six years in a Nordic setting. The aim of the study is to shed light on recent developments in contemporary strategic marketing, and thereby to identify managerially relevant points of focus for the future.

The study builds on a national-level survey study conducted among Finnish companies of various sizes representing different industries and market positions in 2008, 2010, 2012 and 2014. The data capture the development of strategic marketing over the most recent business cycle, from the upturn to the financial crisis of late 2008, the following downturn and the recent tentative recovery.

The findings shed light on the changing role of the three key strategic marketing constructs over the years. Particularly, the study supports the recent notion that market orientation is no longer a differentiator, but a standard. Furthermore, the study sheds light on the varying role of marketing-related business process capabilities over the changing business cycle. Finally, the study shows that marketing performance measurement maintains its beneficial impact on firm performance across years and across the business cycle.

By investigating recent developments in the field of strategic marketing, taking into account the changing business cycle and the broader trends and developments in the field, this study provides insights for managers of both product and service businesses on how to better adjust their marketing efforts to the contemporary business environment and its economic development.

To the best of the authors’ knowledge, this is the first comprehensive study on a national level that longitudinally investigates the role and impact of the three key strategic marketing constructs, with a particular focus on their relative performance impact over time.

The purpose of this paper is to assess whether travel agencies that implement comprehensive marketing performance assessment systems (MPASs) enjoy superior overall performance. Drawing on the knowledge-based view, the authors propose and test a model demonstrating that the relationship between MPASs and overall performance is fully mediated by the depth of market-related knowledge absorbed by the travel agency.

A survey was administered to a sample of Italian travel agencies; 171 complete questionnaires were received. The suggested relationships were assessed using a covariance-based structural equation modeling approach, including the estimation of both the measurement model and the structural model.

The findings indicate that the implementation of sophisticated MPASs has a significant and positive effect on performance and that this relationship is fully mediated by the depth of market-related knowledge absorbed by the travel agency. In addition, the results highlight that the number of marketing metrics monitored by the travel agency has no effect on its performance.

The specific features of the travel agency sector in Italy include a remarkable level of fragmentation. The cross-sectional design does not permit an assessment of the medium-term effects of the adoption of an MPAS.

Travel agencies selecting proactive marketing strategies can particularly benefit from the adoption of sophisticated MPASs. Suggestions are provided to assist managers in designing their MPAS.

This study enriches the field’s knowledge about marketing performance measurement and proactive marketing strategies, and indicates that the implementation of well-designed MPASs improves a firm’s overall performance. It also explains the knowledge-related processes that produce this positive effect.

The purpose of this paper is to integrate and extend existing knowledge about marketing performance assessment, making a case for a measurement system identifying five categories of metrics on which attention should be focused.

The paper is organized in three parts. It starts with a summary of the current state of knowledge about marketing performance assessment, followed by the presentation of the model in terms of its rationale and architecture. Then, the metrics that make up the model are explained and operationalized. Lastly, a concluding note is presented.

Both scholars and managers have been calling for methods and concepts addressing the how and why marketing succeeds or fails. The author believes that certain metrics, when integrated into a holistic and actionable framework, can have a positive and transformational impact on the way marketing is measured in organizations.

Metrics are meaningless when viewed in isolation. Yet, most of the literature on the subject focus on individual indicators. Also, it tends to overemphasize marketing outcomes. This work offers a complementary view to what has already been written on the subject, suggesting a performance assessment model that highlights requirements/prerequisites, processes, outcomes and organizational context.

Purpose – The purpose of this chapter is to present a state of the art of performance measurement and management control systems based on the papers presented in the 6th Conference on Performance Measurement and Management Control in Nice, France, 2011. The chapter is structured around two main topics: performance measurement and control systems.

Methodology/approach – The chapter is based on a thorough review of all the papers presented at the conference. Each paper was classified according to the topic it dealt with and the methodology used in the paper.

Findings – We structure the papers around the following topics: cost measurement and management, mapping the landscape, financial measures, nonfinancial performance frameworks, performance measurement design, sector-specific measures, and marketing measures within performance measurement. The topics identified in management control systems are compensation, management control systems' design, motivational aspects, strategy, risk management and enterprise software, governance, nonprofit organizations, and innovation.

Research limitations/implications – The chapter provides a comprehensive review of these topics. The review is limited to the selection bias implicit in the papers submitted to the conference. However, with almost 200 papers, the conference includes a large set of papers and topics. The analysis indicates that the field is dynamic with close connections to practice and promising research lines.

Practical implications (if applicable) – This state-of-the-art review reveals relevant research findings for companies and organizations. It also indicates that the research community is tackling important issues to society and the evolution of research promises to offer interesting alternatives to tackle these problems.

Social implications – Performance measurement and management control systems are important topics for management. Recent work is extending the implications of these fields beyond companies to include nonprofit organizations and public sector departments. Advances will definitely shape the way societies are designed.

Originality/value of chapter – The chapter provides a review of the field based on the contributions at the conference. As such it portrays the state of the field and gives researchers as well as practitioners a quick way to update their knowledge of the topics that are dominating the field.