Abstract

Critics of marketing commonly allude to problems with its accountability and credibility. In order to address these issues, marketing professionals have been called on to demonstrate the contribution of marketing to firm performance. A better understanding of current research in marketing performance can better enable marketing managers to justify its expense. Given the foregoing, it was determined to (1) review the current status of marketing performance studies, and (2) develop a comprehensive, yet concise model to measure the performance of marketing. To begin, the main terms used in marketing performance are clarified. Then, a detailed review of marketing performance studies is provided. An integrated Model for Measuring Marketing Performance (MMMP) is then proposed. Finally, some conclusions are drawn and some directions for future research are suggested.