An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil

• Main Authors: Leandro Angotti Guissoni, Marcos Fava Neves
• Format: Article
• Language: Portuguese
• Published: Universidade Nove de Julho 2013-12-01
• Series: REMark: Revista Brasileira de Marketing
• Subjects: Marketing; Análise do Desempenho em Marketing; Métricas de Marketing
• Online Access: http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2535

<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&rsquo;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&rsquo;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.&nbsp;</span></p>