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The purpose of this paper is to integrate and extend existing knowledge about marketing performance assessment, making a case for a measurement system identifying five categories of metrics on which attention should be focused.

The paper is organized in three parts. It starts with a summary of the current state of knowledge about marketing performance assessment, followed by the presentation of the model in terms of its rationale and architecture. Then, the metrics that make up the model are explained and operationalized. Lastly, a concluding note is presented.

Both scholars and managers have been calling for methods and concepts addressing the how and why marketing succeeds or fails. The author believes that certain metrics, when integrated into a holistic and actionable framework, can have a positive and transformational impact on the way marketing is measured in organizations.

Metrics are meaningless when viewed in isolation. Yet, most of the literature on the subject focus on individual indicators. Also, it tends to overemphasize marketing outcomes. This work offers a complementary view to what has already been written on the subject, suggesting a performance assessment model that highlights requirements/prerequisites, processes, outcomes and organizational context.

Marketing professionals are under pressure to implement methods and metrics that demonstrate the value of the function. This paper aims to propose a model to measure marketing performance, focusing on four categories of metrics and two types of factors that influence the effectiveness of the assessment process.

The paper is organized in three parts. The first part includes a synthesis of the theoretical background on the subject. Next, the rationale and architecture of the model are presented, together with an explanation of the elements that compose it. A reflection on the work developed is presented in the last section.

Benefits regarding how to best assess marketing practice are considerable, as organizations with effective performance measurement systems tend to show better results than others. In this context, the choice of metrics is important, but it is also necessary to understand the mechanisms through which the effectiveness of the measurement process can be improved.

Literature has mainly focused attention on the effect of individual programs on specific measures or on conceptual models that do not sufficiently address all major elements in the marketing assessment process. This work extends previous contributions on the subject, presenting a model that combines metrics with factors underlying the measurement process.

Marketing performance assessment has been a major concern and remains a vital issue for companies and professionals. This paper aims to revisit the theme of marketing audits and propose a methodological approach aimed to evaluate marketing practice at the light of the processes involved.

The paper is structured in three parts. It begins with an overview of marketing audit’s theoretical domain. Then, the rationale, content and implementation of the instrument are presented. Finally, the work’s main motivations and implications are discussed.

To turn assessment into a useful exercise, it is necessary the existence of a framework allowing a common language for describing marketing practice. The author believes that a structured approach for evaluating marketing processes can decisively influence marketing effectiveness.

This work provided a theoretically anchored methodology for evaluating marketing practice. As such, it lays down the foundations for further research on the relevance of the selected processes and how they translate in future consequences for the business.

The view presented is intended to draw attention to the need for assessing the way marketing is executed, providing an instrument that helps professionals to better develop their activity and improve their contribution to business success.

Most existing marketing performance measures focus on outputs. However, results, per se, say little about the reasons of success or failure. This paper reinforces the importance of marketing audits as a tool to evaluate the way marketing processes are developed within an organization

The purpose of this paper is to develop a model identifying key metric categories on which companies should focus attention, so that they can better understand their current situation whilst offering guidance for improvement.

The paper is structured in three parts. It begins with a general overview of performance measurement, followed by a description of marketing performance and metrics in particular. Then, it develops the proposed model in terms of its rationale and content. Finally, concluding remarks are presented.

The benefits from extending knowledge about marketing performance are substantial. The author believes that if companies develop an integrated set of relevant measures and systematically collect, analyze and disseminate information about them, then marketing may be viewed as a more credible discipline.

It is hoped that this contribution may stimulate research, particularly in terms of testing the model's content and sequence, as well as the effect of influencing factors.

Marketing metrics have historically privileged outputs. This paper draws attention not only to the processes leading to such results, but also to the requirements necessary to proper accomplishment of these activities. The model positions itself as a tool that allows measurement of both the conditions determining good marketing practice and its contribution to value creation.

Most of the literature on this theme focuses on individual metrics, not on integrated performance. The model presented expands the existing ones as it encompasses new evaluative dimensions (marketing culture, marketing processes) and factors influencing process effectiveness.

Marketing as a function is under increasing pressure to develop and implement business‐oriented methods and measures to improve its effectiveness. This paper approaches the subject of marketing audits and aims to examine its impact and perceived benefits in service organizations. Based on the Index of Services Marketing Excellence framework, it seeks to develop an updated instrument and to test the hypothesized relationships – connections between input and output marketing measures.

Data were taken from DunsPep Financial Sector Database. First, to validate the measurement instrument content, five individual interviews with marketing managers were carried out. Then, the same type of professionals were surveyed. Regarding structural equations modelling, a PLS‐GRAPH was utilized.

This work tries to demonstrate the connection between marketing activities and company performance, sustaining the importance of a framework designed to evaluate the former. Findings were able to confirm the usefulness of marketing auditing.

The major limitation of this paper is traduced in sample size (n=51).

According to conclusions, marketing audits can be viewed as a tool to evaluate activities and to increase marketing awareness and comprehension, leading to practice improvement. In this sense, the awakening seems to be achieved of an instrument that presents itself with interest to marketers and managers of service companies.

In this work, the theoretical perspective was used not only to update the original instrument, but also to study the subject from a perspective beyond that usually associated with audits.