Marketing Performance Measurement Criteria: Which Measure to Choose?

Contemporary businesses seek to achieve a high level of performance to ensure secure place in an environment characterized by fierce competition. Marketers are under increasing pressure to evaluate the performance of marketing. Marketing performance measurement is considered in top priorities of researchers [1,2,3]. Determining appropriate metrics to measure marketing performance is discussed by both marketing practitioners and scholars (e.g. [3,4]). The aim of this study is to present a summary literature review of marketing performance measures and to highlight the importance attached to these measures; by mobilizing a theoretical framework which discusses the criteria for choosing these measures and the most used measures by researchers in the management literature