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Marketing performance measurement: A model of organisational and behavioural factors
Performance measurement and analysis has been a major concern in marketing and remains a vital issue in many companies. However, specialised literature has devoted much more attention to the choice of metrics to be used than to the identification and description of mechanisms through which the effectiveness of the process can be improved. These mechanisms are more managerial than technical in nature and include the set of rules, policies and structures allowing management to ensure that strategies are in place and objectives are monitored and achieved. When deployed, they assist in coordinating activities and aligning interests to maximise the value of measurement.
Addressing the preceding topic, this work proposes a theory-based model aimed at helping professionals to overcome some of the internal barriers that hamper the design and proper functioning of a marketing performance evaluation system. The model is composed of six organisational and behavioural factors: marketing strategy, marketing capabilities, organisational context, measurement focus, measurement integration and interactivity, and organisational structure.
The full article is available to institutions that have subscribed to the journal.
António Pimenta Da Gama is Associate Professor at Universidade Europeia, IADE and UNIDCOM/IADE researcher. A former sales and marketing executive, his articles have appeared in Measuring Business Excellence, Marketing Intelligence & Planning, Journal of Targeting, Measurement and Analysis for Marketing, International Journal of Business Performance Management, International Journal of Business Excellence and Journal of Business Strategy, among others. He is also author of the books Auditorias de Marketing, Performance Empresarial, and Análisis de la Performance en las Empresas.
CitationDa Gama, António Pimenta (2023, January 1). Marketing performance measurement: A model of organisational and behavioural factors. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 3.