Marketing commonly allude to problems with its accountability and credibility. “The effective dissemination of new methods of assessing marketing productivity to the business community will be a major step toward raising marketing’s vitality in the firm and, more important, toward raising the performance of the firm itself”. Therefore, a better understanding of the assessment of marketing performance could help marketing practitioners to quantify their contribution to the financial performance of firms. A better understanding of research in marketing performance can better enable marketing managers to justify its expense. Given the foregoing, it was determined to

  • review the current status of marketing performance studies.
  • develop a comprehensive, yet concise model to measure the performance of marketing.
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