...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...

... traditional performance measures. In the past, professionals relied mostly on standard methods and rudimentary metrics to implement marketing strategies and evaluate their effectiveness. But today’s competitive environment requires more sophisticated marketing if organizations want to achieve their goals...

...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...

...? Once one queries executive social media leadership with these specific question sets, it becomes much easier to justify the time and also determine which metrics of performance in social media best correlate with these objectives. It could be volume of shares, number of followers, comment scores...

... 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...