| Summary: | <p class="MsoNormal" style="text-align: justify;"><span lang="EN-US">Assessing marketing performance is important in order to minimize the subjectivism in the decision making process. Assessing marketing performance is an alternative so marketing will no longer be considered as a tactical area but rather strategically. In this context, research in marketing should investigate the effects of marketing activities by applying metrics. Despite marketing’s growing importance in journals and developed markets, there are few research studies in Brazil, so we organized a theoretical essay. This essay intends to contribute to the marketing literature in two ways: i) by presenting a detailed overview of the marketing performance literature from the 1960’s until the year 2012, which allows us to complement previous studies, from a new perspective on the evolution of the central ideas in marketing; ii) identifying research opportunities related to this topic that may stimulate debates and future research. </span></p>
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