Framework of marketing performance measurement and management

Abstract

A topic of marketing performance measurement is gaining its popularity in marketing and managerial scientific discussions and attracting extent attention among practitioners. However, going deeper into a topic, it can be stated that, despite a body of literature and various insights, the topic still lacks a proper substantiation. The research aims to elaborate a conceptual framework for marketing performance measurement and management. To achieve the aim, the research provided the following steps: First, the existing scientific literature is analyzed to establish a theoretical framework for the research; based on the results of scientific analysis, the key and most important dimensions of marketing performance are determined and the questionnaire is composed to assess the importance of the determined dimensions in practice (the executive officers and managers of business companies are surveyed to substantiate the importance of the dimensions). After obtaining the results, it can be stated that a unified structure for marketing activity measurement in Lithuanian companies is missing. The evaluations provided by experts indicate that the most important indicators are financial- and consumer-related, as well as the future growth possibilities. Based on the research results, managerial implications for marketing performance measurement and management are provided.