Measuring marketing performance: A review and a framework.
By Gao, Y.
Gao, Y. (2010). Measuring marketing performance: A review and a framework. The Marketing Review, 10(1), 25–40. https://doi.org/10.1362/146934710X488924
This scholarly article provides a comprehensive review of methods used to measure marketing performance. Gao identifies a lack of consensus and proposes an integrated framework categorizing metrics into financial and non-financial. The research highlights the evolution from sales-based metrics to constructs like brand health. By synthesizing theories, the author offers a structure for managers to select indicators based on organizational goals. It is a foundational text for students of analytics.