THE PROBLEMS OF MARKETING PERFORMANCE MEASUREMENT
The presented article deals with the problems of marketing performance measurement. In order to measure marketing performance we should determine the costs of marketing activities as well as the volume of revenues generated in the process of their implementation. There are different indicators that...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Wydawnictwo SGGW - Warsaw University of Life Sciences Press
2016-05-01
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| Series: | Polityki Europejskie, Finanse i Marketing |
| Subjects: | |
| Online Access: | https://pefim.sggw.edu.pl/article/view/1218 |
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| Summary: | The presented article deals with the problems of marketing performance measurement. In order to measure marketing performance we should determine the costs of marketing activities as well as the volume of revenues generated in the process of their implementation. There are different indicators that can be used to determine the effectiveness of marketing decisions (activities), the one of particular importance being Return on Marketing Investment. ROMI is defined as a financial surplus generated by a marketing investment in relation to the costs incurred in the process of this investment (undertaking). Marketing performance measurement is strictly related to the concept of marketing control. In order to avoid potential overlapping of marketing control and marketing research it is of key importance to precisely define the notion of ‘marketing control’ and the scope of its content. |
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| ISSN: | 2081-3430 2544-0640 |