...António Pimenta da Gama Purpose 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...

...António Pimenta da Gama Purpose 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. Design/methodology/approach...

... 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 Strategy Metrics Processes Marketing Performance Audits...

...Peter Buell Hirsch Purpose – The paper aims to discuss recent attempts at creating metrics on this issue and examine some historical precedents. What kinds of social activism in the social media generate real commitment or behavior change and which simply pile up likes and shares? This essay...

... to establish practical criteria for social activities by senior executives and how to measure its value. Peter Buell Hirsch can be contacted at: pbhirsch05@gmail.com © Emerald Group Publishing Limited 2014 Social media Twitter Facebook CEOs Personality Metrics Frequency Passion...

... strategy. Design/methodology/approach This implementation process focuses on the critical timeframe immediately following formal strategy selection, when broad objectives need to be translated into specific actions, schedules, budgets, and metrics. The approach is to capture the key decisions...