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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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