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Marketing strategy and marketing performance measurement system: Exploring the relationship

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  • Lamberti, Lucio
  • Noci, Giuliano

Abstract

Summary Though marketing performance measurement has long been a concern for literature and companies, the relationship between marketing strategy and marketing performance measurement system (MPMS) design is a substantially uncovered topic. This paper endorses Coviello et al. [Coviello, N. E., Brodie, R. J. and Munro, H. J. (1997) Understanding contemporary marketing: Development of a classification scheme. Journal of Marketing Management, 13, 501-522.] classification scheme for marketing strategies and draws from literature a conceptual framework about the managerial levers for MPMS design (marketing performances, measures and control system), aiming to explore the possible existence and the nature of the marketing strategy-MPMS relationship. The study is carried out with a multiple case study approach in seven Italian organizations. The outcomes show that companies pursuing different marketing strategies adopt different MPMS, and the authors explore the impact of some contextual elements possibly impacting on the relationship, discussing their role in the glance of existing literature. The results have suggested some managerial implications.

Suggested Citation

  • Lamberti, Lucio & Noci, Giuliano, 2010. "Marketing strategy and marketing performance measurement system: Exploring the relationship," European Management Journal, Elsevier, vol. 28(2), pages 139-152, April.
    • Handle: RePEc:eee:eurman:v:28:y:2010:i:2:p:139-152
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    Cited by:

    1. Sisno Riyoko & Widodo Hendar, 2023. "Antecedent Energizing Profesional Networks And Marketing Performance Fashion Industry: Conceptual Framworks And Research Proposition," Technium Social Sciences Journal, Technium Science, vol. 46(1), pages 279-289, August.
    2. Gungor Hacioglu & Osman Gök, 2013. "Marketing performance measurement: marketing metrics in Turkish firms," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 14(sup1), pages 413-432, June.
    3. Tarkan Tunç, 2020. "The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey," Istanbul Management Journal, Istanbul University Business School, vol. 0(89), pages 47-71, December.
    4. Muhaiminul Islam & Sarker Towfiq Pritom & Sultana Nasira & Md. Ashiqur Rahman & Saurav Das & Reza Rabbi, 2016. "Status of Corporate Governance Awareness in Bangladesh," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(10), pages 184-184, September.
    5. Mone Sorina-Diana & Pop Marius-Dorel & Racolta-Paina Nicoleta-Dorina, 2013. "Marketing Performance In Romanian Small And Medium-Sized Enterprises - A Qualitative Study," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(2), pages 672-680, December.
    6. Csikósová, Adriana & Čulková, Katarína & Janošková, Mária, 2016. "Evaluation of quantitative indicators of marketing activities in the banking sector," Journal of Business Research, Elsevier, vol. 69(11), pages 5028-5033.
    7. Tommaso Pucci & Christian Simoni & Lorenzo Zanni, 2015. "Measuring the relationship between marketing assets, intellectual capital and firm performance," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 19(3), pages 589-616, August.
    8. Collins Kankam-Kwarteng & Francis Osei & Gabriel Asante-Gyabaah & Kofi Ankamah Ferkah, 2022. "Mediation role of service innovation in the effects of knowledge creation on marketing performance of restaurant," Technium Social Sciences Journal, Technium Science, vol. 27(1), pages 620-638, January.
    9. Amal M Al Hila & Eitedal M S Alhelou & Mazen M Al Shobaki & Samy S Abu Naser, 2017. "The Quality of Banking Services in Light of the Financial Transformations and Their Impact on the Marketing Performance of the Banks in Gaza Strip," Post-Print hal-01628896, HAL.
    10. Gök, Osman & Peker, Sinem & Hacioglu, Gungor, 2015. "The marketing department’s reputation in the firm," European Management Journal, Elsevier, vol. 33(5), pages 366-380.

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