The study reported in this paper explores the measurement of marketing performance across different business sectors. It concerns the measures collected, their relative importance and whether business characteristics (e.g. firm size, sector) differentiate such practices. The extent to which...

This article reviews the evolution of marketing performance measurement from both research and practitioner perspectives. We find four historical research stages that have evolved in sequence but now continue concurrently, and explore how firms evolve their use of marketing performance measures....