Abstract
Marketing accountability and the measurement of marketing performance have long been reported as a significant challenge for management globally. To address the increasing demand for marketing acco...
Highlights
Marketing performance measurement is a business process “that provides performance feedback to the organisation regarding the results of marketing efforts” (Clark, Abela, & Ambler, 2006, p. 191)
Based on secondary data published in 2007 and primary data collected from Irish firms in 2015, this study finds that companies adopting more comprehensive marketing performance measurement (MPM) practices perform better with regard to their marketing capabilities and firm performance than those with less comprehensive MPM practices
The findings suggest companies should adopt comprehensive MPM practices to enhance marketing capabilities and improve firm performance
Summary
Marketing performance measurement is a business process “that provides performance feedback to the organisation regarding the results of marketing efforts” (Clark, Abela, & Ambler, 2006, p. 191). Both marketing academics and practitioners have considered the measurement of marketing performance to be a significant challenge for management (Frösén, Tikkanen, Jaakkola, & Vassinen, 2013; Homburg, Artz, & Wieseke, 2012). The Chief Marketing Officer (CMO) Council, representing the perspective of practitioners, undertook a large-scale survey and found that 80% of the CMOs surveyed were dissatisfied with their ability to measure marketing performance (CMO Council, 2009). Marketing performance measurement issues have become more challenging due to increasing global competition and the increasingly dynamic business environment. A 2014 industry study reported that 85% of the marketing managers surveyed indicated an increase in the pressure to measure marketing performance (Schwartz, Kim, & Patterson, 2014)
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