Framework of marketing performance measurement and management

Abstract

A topic of marketing performance measurement is gaining its popularity in marketing and managerial scientific discussions as well as 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 aim of the research is to elaborate a conceptual framework for marketing performance measurement and management. In order to achieve the aim, the research is provided in steps: (1) the existing scientific literature is analyzed to establish a theoretical framework for the research; (2) based on the results of scientific analysis, the key and most important dimensions of marketing performance are determined; (3) 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); (4) managerial implications for marketing performance measurement and management are provided.