Relevant bibliographies by topics / Medição de performance de marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Medição de performance de marketing'

Author: Grafiati
Published: 11 September 2021
Last updated: 30 July 2025

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Journal articles on the topic "Medição de performance de marketing"

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Tae Ho Shin, Charles, Giselle Ferraz Viana Gimenes, Fabiana Lopes da Silva, and Rodrigo Paiva Souza. "INVESTIGAÇÃO SOBRE O CONHECIMENTO DOS PROFISSIONAIS DE MARKETING EM RELAÇÃO A FINANÇAS." Redeca, Revista Eletrônica do Departamento de Ciências Contábeis & Departamento de Atuária e Métodos Quantitativos 7, no. 2 (2021): 109–23. http://dx.doi.org/10.23925/2446-9513.2020v7i2p109-123.

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O estudo tem por objetivo investigar o nível de conhecimento dos profissionais de marketing em relação a finanças e, adicionalmente, analisar como os profissionais da área analisam e mensuram a performance dos investimentos de marketing, para contribuir com o objetivo de maximização do retorno. Foi elaborado uma survey aplicada à profissionais da área marketing, com a obtenção de 27 respondentes para a análise final. Com base nos resultados, é possível verificar que mesmo com a importância da análise dos investimentos em marketing em termos financeiros, os profissionais da área possuem dificul
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Macedo-Soares, T. Diana L. v. A. de, and Cláudio A. Ratton. "Medição de desempenho e estratégias orientadas para o cliente: resultados de uma pesquisa de empresas líderes no Brasil." Revista de Administração de Empresas 39, no. 4 (1999): 46–59. http://dx.doi.org/10.1590/s0034-75901999000400006.

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Este artigo apresenta um resumo dos resultados mais relevantes de uma pesquisa realizada pelos autores em 1997 sobre o estado da arte em sistemas de medição do desempenho organizacional no Brasil. Sua principal preocupação foi aprofundar a seguinte questão: uma das maiores barreiras para o sucesso da implementação de estratégias de melhoria do desempenho organizacional orientadas para o cliente, nas empresas no país, é a falta de sistemas de medição do desempenho adequados a essas estratégias. A pesquisa confirmou que a dificuldade cultural de mudar as práticas de medição existentes, para incl
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Candeia de Lima, Ana Lúcia, Sabrina Ribeiro de Almeida, Emily Tavares Pessoa Maciel, and Antônio André Cunha Callado. "Mensuração de desempenho: construção da framework performance wheel para pequeñas empresas." Escritos Contables y de Administración 14, no. 2 (2024): 56–74. http://dx.doi.org/10.52292/j.eca.2023.4454.

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O presente estudo objetivou a construção do modelo de medição de desempenho performance wheel como principal ferramenta de gestão e controle em uma micro empresa da cidade de João Pessoa. O estudo foi realizado por meio de metodologia qualitativa de estudo de caso, triangulando dados coletados mediante realização de entrevista semiestruturada e oficina de criação e implementação da performance wheel, análise de documentos internos e observação. Como principal resultado do estudo tem-se elaboração da missão, visão e valores e do framework completo para utilização na medição de desempenho dentro
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Machado, Roseli De Oliveira. "MARKETING DIGITAL: ANÁLISE DAS PRINCIPIAS ESTRATÉGIAS USADAS NO COMÉRCIO ELETRÔNICO BRASILEIRO." Revista Eletrônica de Administração e Turismo - ReAT 12, no. 7 (2018): 1693. http://dx.doi.org/10.15210/reat.v12i7.13477.

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O comércio eletrônico vem crescendo significativamente nos últimos anos. Destaca-se que as transações entre organizações e consumidor, conhecidas como business to consumer (B2C) tem apresentado crescimento diretamente proporcional à medida que há incrementos do número de usuários de internet. Nesse cenário, o marketing digital compreendido como a aplicação das tecnologias digitais e de canais de comunicação on-line para contribuir com as atividades de marketing de uma organização, consolidou-se como um dos campos de mais crescimento na área mercadológica. Assim, o presente estudo teve por ob
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Manceau, Delphine, and Jean-François Trinquecoste. "Marketing et performance." Décisions Marketing 40 (October 1, 2005): 05–06. http://dx.doi.org/10.7193/dm.040.05.06.

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Baron, Steve, T. V. Bonoma, and B. H. Clark. "Marketing Performance Assessment." Journal of the Operational Research Society 42, no. 2 (1991): 189. http://dx.doi.org/10.2307/2583190.

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Zinsmayer, Philipp. "Marketing Performance Management." Controlling 26, no. 2 (2014): 106–8. http://dx.doi.org/10.15358/0935-0381_2014_2_106.

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Shapiro, Stanley J., Thomas V. Bonoma, and Bruce H. Clark. "Marketing Performance Assessment." Journal of Marketing 54, no. 1 (1990): 135. http://dx.doi.org/10.2307/1252179.

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Dibbo, Alan. "Measuring marketing performance." Engineering Management Journal 3, no. 6 (1993): 255. http://dx.doi.org/10.1049/em:19930079.

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Baron, Steve. "Marketing Performance Assessment." Journal of the Operational Research Society 42, no. 2 (1991): 189. http://dx.doi.org/10.1057/jors.1991.36.

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Dissertations / Theses on the topic "Medição de performance de marketing"

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Sastre, Priscila Tereza De Nadai. "Medição de desempenho de marketing: proposta de aplicação no setor hoteleiro." Universidade de São Paulo, 2015. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-25062015-092211/.

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A medição de desempenho é um tópico muito sensível às organizações atualmente, pois à medida que os processo de negócios se tornam mais complexos, novas formas de controle e medição do desempenho são demandadas. Essa realidade permeia todas as áreas funcionais, inclusive a de marketing. A medição de desempenho de marketing vem sendo estudada desde a década de 1960 e ao longo das décadas passou por diferentes ênfases. Atualmente, essa temática vem ganhando destaque devido a um conjunto de fatores como terceirização, outsourcing e turbulências econômicas que pressionam cada vez mais os profissio
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Mamede, Pedro Miguel Fernandes. "Medição da sustentabilidade empresarial." Master's thesis, FEUC, 2013. http://hdl.handle.net/10316/23906.

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Dissertação de mestrado em Gestão, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Carlos Ferreira Gomes.<br>Os desafios do conceito de desenvolvimento sustentável colocam às empresas o imperativo de integrar novas dimensões nos seus sistemas de medição da performance. A integração do desenvolvimento sustentável, ao nível das empresas, aparece como uma mudança de paradigma (Richards e Galdwin, 1999), através da identificação e da gestão dos impactos das atividades empresariais no contexto da sustentabilidade (WBCSD, 2002). Efetuou-se uma revisão da lit
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Roque, Filipa Andreia Ferreira. "A medição da performance da organizações." Master's thesis, FEUC, 2010. http://hdl.handle.net/10316/14458.

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Pais, Fernando José Pinto. "Performance tangível versus performance intangível." Master's thesis, FEUC, 2016. http://hdl.handle.net/10316/32504.

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Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Paulo Miguel Marques Gama Gonçalves e Sérgio Daniel Duarte Lopes.<br>O presente trabalho apresenta-se como um relatório de estágio que permitirá concluir o Mestrado em Gestão da Faculdade de Economia da Universidade de Coimbra. O estágio decorreu na Visabeira Pro – Estudos e Investimentos, SA (empresa pertencente ao Grupo Visabeira, SGPS, SA), mais propriamente no departamento de controlo de gestão e acompanhamento de negócio, entre as datas de 8 de fevereiro e 13 de
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Lopes, Henrique Jorge Cristo. "Medição da percepção da qualidade de serviço: estudos em ambiente de prestação de cuidados de saúde." Doctoral thesis, Universidade de Évora, 2007. http://hdl.handle.net/10174/12146.

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Resumo - A pesquisa incidiu na prestação de serviços em condições extremas. Os problemas já apontados na literatura científica ao Modelo SERVQUAL surgiram com grande impactação, obrigando à sua reformulação e desenvolvimento de ferramenta específica designada por ONSERQUAL. A amostra final foi composta por 331 doentes. Os dados foram submetidos a modelização com equação estrutural e encontraram-se vários elementos novos com interesse de conhecimento teórico, metodológico e prático. Verificou-se que em ambiente extremo o conceito "gap" não tem aplicabilidade; os efeitos idade e escolaridade têm
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Duarte, Maria Margarida de Melo Coelho. "Marketing channel behaviour and performance." Thesis, University of Manchester, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.629637.

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A major aim of this study is to offer a relatively comprehensive picture of marketing channel behaviour and performance. Given the statistical difficulties in testing a very large, comprehensive model to achieve this aim, two separate but overlapping models are proposed. One model specifically addresses behaviour in marketing channels, while the other integrates key behavioural outcomes with objective measures of performance. Within the second model the personalities of key boundary managers are introduced to help explain the linkages between the behavioural outcomes and economic outcomes. Emp
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Matheus, Claudinei Portilho. "Medição de desempenho de auditoria interna: um estudo empírico." Universidade Presbiteriana Mackenzie, 2012. http://tede.mackenzie.br/jspui/handle/tede/924.

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Made available in DSpace on 2016-03-15T19:32:43Z (GMT). No. of bitstreams: 1 Claudinei Portilho Matheus.pdf: 695366 bytes, checksum: 3b80813a0ae6f33789085e45d6d86736 (MD5) Previous issue date: 2012-08-15<br>This research aimed at investigating how the internal audit departments in Brazil perform performance measurement. As a starting point it asks how internal auditors measure performance. The study hypotheses: 1) The internal audit departments measure financial contributions achieved with there own work. 2) The Internal Audit departments assess internal customer satisfaction. 3) The Interna
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Lorenzon, Itamar Aparecido. "A medição de desempenho na construção enxuta: estudos de caso." Universidade Federal de São Carlos, 2008. https://repositorio.ufscar.br/handle/ufscar/3339.

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Made available in DSpace on 2016-06-02T19:50:06Z (GMT). No. of bitstreams: 1 2144.pdf: 3828622 bytes, checksum: 694c16ada15850620fadec0c6e2f58c6 (MD5) Previous issue date: 2008-06-30<br>Currently the civil construction sector in under several internal and external pressures, including financing crisis, lack of new public constructions and increasing quality requirements demanded by the client. This environment leaded the companies of this sector to search for new solutions by adopting new organizational and production management practices. Within the alternatives, the Lean Construction, a de
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Ferraz, Cláudia Augusto. "Proposta de um método abrangente para o disgnóstico da medição de desempenho organizacional." Universidade Federal de São Carlos, 2003. https://repositorio.ufscar.br/handle/ufscar/3520.

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Made available in DSpace on 2016-06-02T19:51:26Z (GMT). No. of bitstreams: 1 DissCAF.pdf: 902743 bytes, checksum: ea8126dc225cea7c9262b2b62181ca1b (MD5) Previous issue date: 2003-02-20<br>Universidade Federal de Minas Gerais<br>In the last decades, most of the organizations has faced strong technical changes rather than managerial changes in terms of the performance evaluation. Such unbalance can mislead the achievement of all promised outputs of technical changes. Performance measurement could play an important role to reestablish the lost balance. Unfortunately, the traditional performance
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Oliveira, Joao. "Export marketing adaptation and export performance." Thesis, Loughborough University, 2015. https://dspace.lboro.ac.uk/2134/17457.

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Identifying the antecedents of export performance is critical for researchers, due to the many benefits of exporting for firms and nations. Many researchers have, thus, devoted their research efforts to identifying export performance antecedents. Export marketing adaptation and firm level export market orientation (or EMO) have emerged as two critical export performance predictors. However, two important research questions remain unexamined. The first is whether firms ought to pursue heterogeneous levels of marketing adaptation across ventures in order to boost venture performance, and whether
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Books on the topic "Medição de performance de marketing"

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Kamps, Ingo, and Daniel Schetter. Performance Marketing. Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-18453-7.

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Kamps, Ingo, and Daniel Schetter. Performance Marketing. Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-30912-1.

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Reinecke, Sven. Marketing Performance Management. Deutscher Universitätsverlag, 2004. http://dx.doi.org/10.1007/978-3-322-89163-1.

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1958-, Clark Bruce H., ed. Marketing performance assessment. Harvard Business School Press, 1988.

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Office, National Economic Development, ed. International Marketing Performance. National Economic Development Office, 1986.

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Parsons, W. J. Improving marketing performance. Gower, 1987.

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Marketing, Chartered Institute of, ed. Managing marketing performance. BPP Professional Education, 2004.

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Stürze, Sascha, Markus Hoyer, Claudio Righetti, and Matthias Rasztar. Agiles Marketing Performance Management. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-34815-1.

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Stürze, Sascha, Markus Hoyer, Claudio Righetti, and Matthias Rasztar. Agiles Marketing Performance Management. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-34815-1.

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Moorman, Christine. Assessing marketing strategy performance. Marketing Science Institute, 2004.

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Book chapters on the topic "Medição de performance de marketing"

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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Evaluating marketing performance." In Marketing. Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_20.

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Baker, Michael J. "Market structure, conduct and performance." In Marketing. Macmillan Education UK, 1991. http://dx.doi.org/10.1007/978-1-349-21395-5_4.

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Kamps, Ingo, and Daniel Schetter. "Performance-Marketing – Marketingerfolg messen und optimieren." In Performance Marketing. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18453-7_1.

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Kamps, Ingo, and Daniel Schetter. "Web-Analyse (Web-Analytics) – messen, analysieren und entscheiden." In Performance Marketing. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18453-7_10.

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Kamps, Ingo, and Daniel Schetter. "TV-Tracking – TV-Werbung messbar machen." In Performance Marketing. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18453-7_11.

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Kamps, Ingo, and Daniel Schetter. "Spezialfall: Mobile Marketing – Mobile verändert das Performance-Marketing." In Performance Marketing. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18453-7_12.

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Kamps, Ingo, and Daniel Schetter. "Spezialfall: Amazon-Optimierung." In Performance Marketing. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18453-7_13.

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Kamps, Ingo, and Daniel Schetter. "Spezialfall: Preissuchmaschinen." In Performance Marketing. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18453-7_14.

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Kamps, Ingo, and Daniel Schetter. "Data-Management-Plattform (DMP) – Daten sammeln und managen." In Performance Marketing. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18453-7_15.

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Kamps, Ingo, and Daniel Schetter. "Adblocker." In Performance Marketing. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18453-7_16.

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Conference papers on the topic "Medição de performance de marketing"

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Muis, Indra, Triyogo Mulyo Adhi, and Ramadienna Fachrunnisa Kamalia. "Digital Marketing and Innovation Effects on Marketing Performance." In 4th Social and Humanities Research Symposium (SoRes 2021). Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220407.034.

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Ravichandran, M., and V. Jayanthi. "Export performance and marketing strategies." In 2014 International Conference on Science Engineering and Management Research (ICSEMR). IEEE, 2014. http://dx.doi.org/10.1109/icsemr.2014.7043654.

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Kratochvíl, Oldřich, and Iveta Hashesh. "INTERNAL MARKETING ENHANCES BUSINESS PERFORMANCE." In INTERNATIONAL CONFERENCE ON MARKETING. TIIKM, 2016. http://dx.doi.org/10.17501/icom.2016.4104.

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Avanesova, Rita Rafaelovna, and Elvira Evgenevna Sliusarenko. "Performance assessment methodology marketing activities." In III All-Russian Scientific and Practical Conference of Students, Postgraduates and Young Scientists. Publishing house Sreda, 2023. http://dx.doi.org/10.31483/r-106579.

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Dormenco, Lidia, and Maia Bajan. "The impact of marketing costs on the financial performance of the entity." In International student scientific conference, ISSC 2025 "Challenges of accounting for young researchers", 9th Edition. Academy of Economic Studies, 2025. https://doi.org/10.53486/issc2025.39.

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This study investigates the impact of marketing costs on the financial performance of businesses. Marketing expenditures, often viewed as a critical driver for revenue generation, can also represent a significant cost for organizations. The primary objective of this research is to explore the relationship between marketing costs and the profitability of entities in various sectors. A mixed-methods approach was employed, combining qualitative data from interviews with marketing managers and quantitative analysis through financial performance metrics of several companies over a defined period. T
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DeFanti, Mark. "Introducing a Cross-Course Teaching Innovation to Enhance Group Project Performance." In Third International Conference on Higher Education Advances. Universitat Politècnica València, 2017. http://dx.doi.org/10.4995/head17.2017.5399.

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Marketing educators and students recognize the benefits derived from group assignments. Nonetheless, serious problems that occur frequently in student groups are diminished effort by some free-riding team members or disassociation from the group by lone wolf team members. In a highly innovative manner, the American Marketing Association’s integrated marketing plan international competition was concurrently adopted by Principles of Marketing, Marketing Research and Advanced Advertising courses in an attempt to leverage the many benefits of team projects while minimizing their drawbacks.
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Chumaidiyah, Endang. "Marketing mix strategy in increasing marketing performance in Indonesia telecommunication services companies." In 2013 International Conference of Information and Communication Technology (ICoICT). IEEE, 2013. http://dx.doi.org/10.1109/icoict.2013.6574615.

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Adiwijaya, K., S. Wahyuni, and J. Mussry. "Marketing ambidexterity and marketing performance: Synthesis, a conceptual framework, and research propositions." In The International Conference on Business and Management Research (ICBMR 2016). CRC Press, 2017. http://dx.doi.org/10.1201/9781315165417-40.

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Maryanti, Ananda Sabil Hussein, and Kusuma Ratnawati. "Adaptive Marketing Capabilities on Marketing Performance (Study on SMEs Creative Economy Sector)." In 3rd Asia Pacific International Conference of Management and Business Science (AICMBS 2019). Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200410.024.

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Mojsovska Salamovska, Snezana, and Fiona Jusufi. "Comparative Review of Marketing Performance Management Models - Classical Models vs Digital Marketing Models." In 8th FEB International Scientific Conference. University of Maribor Press, 2024. http://dx.doi.org/10.18690/um.epf.5.2024.36.

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The aim of this scientific paper is to present and analyse the fundamental differences and shared aspects in literature, regarding the measuring and evaluating marketing performance between the traditional and innovative digital marketing performance management models. Special attention is being paid to the need of their integration, in order to present marketing performance of organisations in a more realistic, comprehensive and inclusive manner, and to enable an effective marketing performance management, ultimately leading to the effective overall organisational performance management. Thei
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Reports on the topic "Medição de performance de marketing"

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Hendel, Igal, Aviv Nevo, and François Ortalo-Magné. The Relative Performance of Real Estate Marketing Platforms: MLS versus FSBOMadison.com. National Bureau of Economic Research, 2007. http://dx.doi.org/10.3386/w13360.

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Research Institute (IFPRI), International Food Policy. Performance of direct seed marketing pilot program in Ethiopia: Lessons for scaling-up. International Food Policy Research Institute, 2019. http://dx.doi.org/10.2499/p15738coll2.133289.

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Policy Support Activity, Myanmar Agriculture. Myanmar agricultural performance survey (Q1 2022): Farmgate prices and marketing by crop farmers. International Food Policy Research Institute, 2022. http://dx.doi.org/10.2499/p15738coll2.135937.

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Tait, Richard G., Gene H. Rouse, P. B. Wall, W. Darrell Busby, and Dallas L. Maxwell. Real-time Ultrasound and Performance Measures to Assist in Feedlot Cattle Sorting for Marketing Decisions. Iowa State University, 2004. http://dx.doi.org/10.31274/ans_air-180814-415.

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Tait, Richard G., Gene H. Rouse, P. B. Wall, W. Darrell Busby, and D. Maxwell. Real-time Ultrasound and Performance Measures to Assist in Feedlot Cattle Sorting for Marketing Decisions. Iowa State University, Digital Repository, 2004. http://dx.doi.org/10.31274/farmprogressreports-180814-579.

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Finkelstain, Israel, Steven Buccola, and Ziv Bar-Shira. Pooling and Pricing Schemes for Marketing Agricultural Products. United States Department of Agriculture, 1993. http://dx.doi.org/10.32747/1993.7568099.bard.

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In recent years there has been a growing concern over the performance of Israel and U.S. agricultural marketing organizations. In Israel, poor performance of some marketing institutions has led to radical reforms. Examples are the two leading export industries - citrus and flowers. In the U.S., growth of local market power is eliminating competitive row product prices which served as the basis for farmer cooperative payment plans. This research studies, theoretically, several aspects of the above problem and develops empirical methods to assess their relative importance. The theoretical part d
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Zilberman, David, Amir Heiman, and B. McWilliams. Economics of Marketing and Diffusion of Agricultural Inputs. United States Department of Agriculture, 2003. http://dx.doi.org/10.32747/2003.7586469.bard.

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Specific Research Objective. Develop a theory of technology adoption to analyze the role of promotional tools such as advertising, product sampling, demonstrations, money back guarantees and warranties in inducing technological change. Use this theory to develop criteria for assessing the optimal use of marketing activities in launching new agricultural input technologies. Apply the model to analyze existing patterns of marketing budget allocation among promotional tools for various agricultural input industries in the United States and Israel. Background to the Topic. Marketing tools (money-b
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Mitra, Arup, ed. ISSUES AND CHALLENGES ON THE PRODUCTIVITY PERFORMANCE OF THE INFORMAL SECTOR IN SELECTED APO MEMBERS. Asian Productivity Organization, 2023. http://dx.doi.org/10.61145/ekcf4946.

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The publication delves into informal sector challenges in 10 APO member economies (Bangladesh, Cambodia, Fiji, India, Mongolia, Pakistan, the Philippines, Thailand, Turkiye, Vietnam). Limited access to capital, technology, and marketing hinders growth despite the sector's significant workforce. Identifying constraints is crucial for productivity enhancement initiatives. COVID-19 underscores the need for sector revival assistance. Embracing product and process innovation for productivity growth is recommended. Linkages between formal and informal sectors and skilling initiatives for occupationa
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9

Busso, Matías, Kyunglin Park, and Nicolás Irazoque. Research Insights: Which Managerial Skills Training Policies Are Most Effective? Inter-American Development Bank, 2023. http://dx.doi.org/10.18235/0005302.

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Job training programs for firm managers or entrepreneurs are effective at increasing firm productivity, profits, and firm survival rates. Training skills in human resources, soft skills, marketing, and finance-accounting are most likely to improve firm performance. The impact was maximized when delivering training sessions for entrepreneurs and managers in the manufacturing and services sector. The key is to design training programs tailored to different participant groups, based on the demand in their respective industry and business contexts.
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10

Goldmark, Lara. Business Development Services: A Framework for Analysis. Inter-American Development Bank, 1996. http://dx.doi.org/10.18235/0011609.

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The purpose of this study is to provide an overview of current practices in the provision of business development services (BDS) to small and microentrepreneurs in developing countries. The document is meant to serve as a resource for Bank staff and other development practitioners who play a role in evaluating proposals and designing, implementing, and evaluating projects which target the microenterprise sector. By business development services, the authors refer to services such as training, technology transfer, marketing assistance, business advice, mentoring, and information, which are aime
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