Management & Marketing no. 1/2013

The “what” and “how” of marketing performance management

Sorina-Diana MONE,
Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania

Marius D. POP,
Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania

Nicoleta-Dorina RACOLŢA-PAINA,
Faculty of European Studies, Babeş-Bolyai University, Cluj-Napoca, Romania

Abstract. The paper is aimed at offering a synthesized, but comprehensive review of the relevant marketing performance management literature. While many contributions to measuring and improving marketing performance have been advanced, little previous research has focused on offering a complete overview of marketing performance management domains. Our paper attempts to do so, by first exploring the most popular concepts in marketing performance: marketing metrics, KPIs, dashboards, scorecards and marketing performance management systems. Then, based on the marketing productivity model proposed by Rust et al. (2004a), marketing performance domains are identified and analyzed, providing a complete approach to measuring and managing marketing performance, from marketing strategy to impact on financial results. To our best knowledge, this may be the first study in marketing literature from Romania, addressing marketing performance management from a holistic perspective.

Keyword: marketing performance, marketing accountability, marketing metrics, marketing dashboards, marketing scorecards.

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