Abstract
Nowadays, due to ever-changing market conditions, increasingly global market place, and consumer empowerment, one of the main means of marketing accountability, assessment and communication of specific marketing and business objectives in companies are marketing metrics. The authors of this research attempt a critical evaluation of marketing measurement methods by elaborating a conceptual framework of marketing metrics, marketing efficiency, effectiveness, and performance from literature review, as well as implementation of marketing measurement tools in Latvian enterprises in order to gain an overview of current marketing management issue regarding practical marketing assessment. The research paper contains the results of research of the marketing measurement practice in Latvian companies, conducted under the authors’ guidance in March, 2014.
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