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

Author: Grafiati

Published: 11 September 2021

Last updated: 30 July 2025

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1

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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2

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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3

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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4

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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5

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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6

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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7

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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8

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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9

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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10

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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11

Farida, Naili. "Determinants of Marketing Performance: Innovation, Market Capabilities and Marketing Performance." Jurnal Dinamika Manajemen 7, no. 1 (2016): 59. http://dx.doi.org/10.15294/jdm.v7i1.5759.

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<p>This research aim to analyze causality influence between innovations, market capability, social modal, entrepreneurs oriented into marketing performance. Organizational innovations is a basic focus on Total Quality Management. Innovation has a role to technological development and competitive economy environment. The sample technique used is Purpusive sampling amount 58 respondent owner of Batik Small Medium Enterprise known as UKM. Small businesses have small medium or medium can grow and develop so that it is able to increase its product and sustainability efforts on the creative in

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12

Seguin, Janaína, and Ana Maria Machado Toaldo. "A influência das escolas de estratégia no processo de formação de estratégia de posicionamento de marca em instituições de ensino superior privadas." Revista Principia - Divulgação Científica e Tecnológica do IFPB 1, no. 41 (2018): 87. http://dx.doi.org/10.18265/1517-03062015v1n41p87-99.

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<p>Este artigo enfoca a influência das escolas de estratégia no processo de formulação e implementação da estratégia de posicionamento de marca, a fim de compreender sob quais perspectivas esta estratégia é construída e desenvolvida. Assim, a contribuição teórica está centrada no estudo do processo da estratégia, tema pouco explorado em marketing, onde especialmente não foi evidenciada na literatura pesquisa sobre formação de estratégia de posicionamento de marca. Dessa forma, através de estudo de casos múltiplos, de natureza qualitativa e exploratória, investigam-se os fatores organizac

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13

Liliyan, Aditya. "Entrepreneurial Marketing dan Trust Terhadap Marketing Performance." Jurnal Manajemen Bisnis 17, no. 4 (2020): 531–47. http://dx.doi.org/10.38043/jmb.v17i4.2714.

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The purpose of this research is to determine the level of entrepreneurial marketing and trust carried out by SMEs and to contribute to literature and conceptual models on the effect of entrepreneurial marketing and trust on marketing performance. The sample in this study were SMEs in the handicraft sector in Rembang, Central Java. The number of samples studied was 200 samples. The sampling technique used purposive sampling. The sample criteria are SMEs that have been running a business for at least 3 (three) years. This is because in measuring the dimensions of marketing performance there are

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14

O'Sullivan, Don, Andrew V. Abela, and Mark Hutchinson. "Marketing performance measurement and firm performance." European Journal of Marketing 43, no. 5/6 (2009): 843–62. http://dx.doi.org/10.1108/03090560910947070.

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15

Liang, Xiaoning, and Yuhui Gao. "Marketing performance measurement systems and firm performance." European Journal of Marketing 54, no. 4 (2020): 885–907. http://dx.doi.org/10.1108/ejm-05-2018-0302.

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Purpose Driven by the growing pressure to justify the contributions of marketing activities, marketers have shown considerable interest in improving their marketing performance measurement systems (MPMSs). The purpose of this study is to examine the neglected mediating effect of marketing capabilities on the MPMS–firm performance relationship and to focus on specific aspects of MPMSs that have been largely omitted in the prior research, namely, the comprehensiveness and uses of MPMSs. Design/methodology/approach A survey was conducted with marketing and senior managers from 210 Irish-based com

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16

Shipley, David D. "Constraints on Marketing Performance." Management Research News 8, no. 2 (1985): 6–10. http://dx.doi.org/10.1108/eb027860.

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17

Grønholdt, Lars, and Anne Martensen. "Key Marketing Performance Measures." Marketing Review 6, no. 3 (2006): 243–52. http://dx.doi.org/10.1362/146934706778605287.

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18

Lysonski, Steven, Nick Vander Walt, and Roderick Brodie. "Marketing Planning and Performance:." Journal of Global Marketing 4, no. 3 (1991): 49–68. http://dx.doi.org/10.1300/j042v04n03_04.

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19

Siu, Wai-sum. "Marketing activities and performance." Industrial Marketing Management 31, no. 2 (2002): 177–88. http://dx.doi.org/10.1016/s0019-8501(01)00176-6.

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20

Fatin, Tasnia, and Nayem Rahman. "Measuring Digital Marketing Performance." International Journal of Applied Management Theory and Research 2, no. 1 (2020): 1–15. http://dx.doi.org/10.4018/ijamtr.2020010101.

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Ever since its inception in the early 1990s, digital marketing has received significant attention as marketing strategies in industry and academia. The advent of the Internet and related information technologies has initiated the new marketing framework for business and business-related strategies. Companies have been taking significant actions to switch from traditional marketing to digital marketing strategies. Even then, the marketing performance measurement practices in this field are reported to be less developed. This article is an attempt to examine digital marketing media and its campa

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21

Morgan, Neil A. "Marketing and business performance." Journal of the Academy of Marketing Science 40, no. 1 (2011): 102–19. http://dx.doi.org/10.1007/s11747-011-0279-9.

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22

Hooper, Val A., Sid L. Huff, and Peter C. Thirkell. "The impact of IS-marketing alignment on marketing performance and business performance." ACM SIGMIS Database: the DATABASE for Advances in Information Systems 41, no. 1 (2010): 36–55. http://dx.doi.org/10.1145/1719051.1719054.

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23

Purwanto, Setiyo, and Didin Hikmah Perkasa. "Pengaruh Entrepreneurial Marketing Terhadap Marketing Performance Yang Dimediasi Oleh Marketing Assistant." Jurnal Manajemen Strategi dan Aplikasi Bisnis 5, no. 1 (2022): 113–26. http://dx.doi.org/10.36407/jmsab.v5i1.425.

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This research was conducted on the garment manufacturing industry in Sukabumi, West Java during the COVID-19 pandemic. The purpose of this study was to examine the effect of Entrepreneurial Marketing (EM) on Marketing Performance (MP) with Marketing Assiatant (MA) as a mediation variable. The data in the study consisted of 235 populations with 149 samples. Data analysis in this study used quantitative methods with the SmartPLS 3.2.9 test tool. MA is government assistance help to maintain the sustainability of the SMEs industries, considering that this sector is also a social safety net.

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24

Hacioglu, Gungor, and Osman Gök. "MARKETING PERFORMANCE MEASUREMENT: MARKETING METRICS IN TURKISH FIRMS." Journal of Business Economics and Management 14, Supplement_1 (2013): S413—S432. http://dx.doi.org/10.3846/16111699.2012.729156.

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This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition, the study examines the effects of sectoral differences and market dynamism, and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers’ attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant

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25

Zahay, Debra, and Abbie Griffin. "Marketing strategy selection, marketing metrics, and firm performance." Journal of Business & Industrial Marketing 25, no. 2 (2010): 84–93. http://dx.doi.org/10.1108/08858621011017714.

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26

Herman, Bahtiar, Wahyuni Saleh, and Aksal Mursalat. "Optimization of Digital Marketing in Improving Marketing Performance." Almana : Jurnal Manajemen dan Bisnis 8, no. 2 (2024): 387–99. http://dx.doi.org/10.36555/almana.v8i2.2627.

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In the evolving era of digitalization, Majelis Ekonomi Perserikatan Muhammadiyah Sidenreng Rappang faces significant challenges in optimizing the utilization of its assets and adopting digital technology in its marketing strategies. This research aims to identify and develop effective digital marketing strategies to optimize the management of the organization’s assets, including rice commodities. Using a SWOT analysis, this study identifies the strengths, weaknesses, opportunities, and threats faced by the organization. The SWOT analysis results in 12 alternative strategies, which are then eva

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27

Muhajir, Ali. "Predictive Analytics in Marketing: Contribution to Marketing Performance." Management Studies and Business Journal (PRODUCTIVITY) 1, no. 3 (2024): 447–60. http://dx.doi.org/10.62207/0qan8b95.

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This systematic literature review explores predictive analytics in marketing decision making and its relationship to key concepts in consumer behavior prediction. Drawing on established theories and empirical studies, this study explores the influence of customer-based brand equity, brand attachment, self-concept, perceived value, and other variables on consumer purchasing behavior and intentions. Additionally, this study investigates the impact of social psychology theory, destination image, sustainability in marketing, and marketing practices that align with consumer values on satisfaction

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28

Andari, Titiek Tjahja, Ngadino Surip Diposumarto, and Hari Muharam. "Mediation of Marketing Capabilities in Market Orientation, Entrepreneurial Marketing on Marketing Performance." Enrichment: Journal of Multidisciplinary Research and Development 3, no. 3 (2025): 389–99. https://doi.org/10.55324/enrichment.v3i3.381.

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Small businesses have become an important part of the Indonesian economy, but most of their performance has not been able to meet the growing demands of customers. This study aims to analyze the factors that can influence the marketing performance of small businesses in Bogor City using descriptive and verification methods. A survey of 350 respondents was conducted to determine a general description of the influence of market orientation, entrepreneurial marketing, and marketing capabilities on marketing performance, as well as the mediating role of marketing capabilities. Analysis of the infl

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29

Carneiro, Juliana Quinderé, André Quinderé Carneiro, Vitor Arruda Machado, Luis Felipe Cândido, and José de Paula Barros Neto. "Sistema lean metric: análise de um sistema de medição de desempenho para projetos de construção / Lean metric system: analysis of a performance measurement system for construction projects." Brazilian Applied Science Review 2, no. 1 (2018): 280–90. http://dx.doi.org/10.34115/basr.v2i1.379.

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Este trabalho tem por objetivo analisar as contribuições de um Sistema de Medição de Desempenho (SMD), com aplicação da TI, chamado de LeanMetric (LM). Desenvolvido para a aplicação de projetos de construção, o LM utiliza conceitos de planejamento hierarquizado para monitorar prazo e custo da obra, baseado nas informações coletadas no canteiro via tablet. O LM foi desenvolvido e testado nos últimos três anos por uma empresa de consultoria em planejamento e controle de obras da Cidade de Fortaleza. A sua criação foi crucial para aumentar a competitividade para a empresa de consultoria, reduzir

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30

O'Sullivan, Don, and Andrew V. Abela. "Marketing Performance Measurement Ability and Firm Performance." Journal of Marketing 71, no. 2 (2007): 79–93. http://dx.doi.org/10.1509/jmkg.71.2.079.

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31

O'Sullivan, Don, and Andrew V. Abela. "Marketing Performance Measurement Ability and Firm Performance." Journal of Marketing 71, no. 2 (2007): 79–93. http://dx.doi.org/10.1509/jmkg.71.2.79.

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32

Hamid Mulla Hassan, Mohammed Mahmoud. "The Impact of Marketing Dashboard in Enhancing Strategic Marketing and Marketing Performance." Iraqi Administrative Sciences Journal 1, no. 1 (2017): 334–59. http://dx.doi.org/10.33013/iqasj.v1n1y2017.pp334-359.

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Organizations were witnessed many changes and developments in their ways of managemnets, production, marketing and different activities related to their process which forces these, Organizations to re-arrangement their fuctions and renovatian their activity managing ways.Because of that many of organization managers to reconsi deration in new competition rules inorder to for mulation many strategies which enable them in autper forms on their competiters and to achieve theirsto goals by satisfying cuers need and desire.This will requires the existance of marketing dashboard which contains of ap

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33

Mulyana, Mulyana, Hendar Hendar, Moch Zulfa, and Alifah Ratnawati. "Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy." Journal of Relationship Marketing 19, no. 1 (2019): 52–74. http://dx.doi.org/10.1080/15332667.2019.1664869.

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34

Kaunda, Kenneth, John Kuria Thuo, and George Adegu. "The intervening role of marketing effectiveness on interactive marketing and marketing performance." International Journal of Research in Business and Social Science (2147- 4478) 14, no. 1 (2025): 37–46. https://doi.org/10.20525/ijrbs.v14i1.3822.

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Marketing effectiveness, a technique aimed at improving marketers' outreach to customers to optimise marketing expenditures, has consistently demonstrated efficacy in a highly competitive landscape. Nonetheless, its empirical mediating function continues to be a subject of inquiry among many experts. This study aimed to examine the mediating function of marketing effectiveness in the relationship between interactive marketing and the marketing performance of Micro and Small Enterprises (MSEs) in the Nyanza Region, Kenya. A cross-sectional survey study approach was employed, targeting a populat

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35

Lima, André, Darah Roberta Menandro, and José Arnaldo Frutuoso Roveda. "Qualificação de Leads utilizando a Lógica Fuzzy." Revista Mosaico 15, no. 1 (2024): 181–98. http://dx.doi.org/10.21727/rm.v15i1.3911.

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Em 2019, a emissora de televisão implementou um software de marketing digital para ampliarsua presença online e compreender melhor o perfil dos potenciais clientes, visando auxiliar natomada de decisões estratégicas com base nas informações fornecidas pela ferramenta. Aevolução das tecnologias está transformando as perspectivas do marketing, com destaque parao Marketing Digital, que visa atrair, comunicar e relacionar-se com os clientes por meioseletrônicos, utilizando estratégias e análises das características e interações online dospotenciais clientes para determinar o momento adequado de co

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36

Dhameria, Vita, Imam Ghozali, Abas Hidayat, and Vincent Didiek Wiet Aryanto. "Networking capability, entrepreneurial marketing, competitive advantage, and marketing performance." Uncertain Supply Chain Management 9, no. 4 (2021): 941–48. http://dx.doi.org/10.5267/j.uscm.2021.7.007.

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Business success is closely related to the marketing process. A good defined marketing strategy conducted to increase a sales business and marketing. The elements that must be developed are networking capability, entrepreneurial marketing, competitive advantage, and marketing performance. The sustainability of Indonesian businesses, especially small and medium enterprises (SMEs), is a challenge for entrepreneurs. SMEs are an important factor that affects the increase of national economic growth. This research investigated variables such as networking capability, entrepreneurial marketing, comp

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37

Jayawarna, Dilani, Oswald Jones, Wing Lam, and Sabrina Phua. "The performance of entrepreneurial ventures." Journal of Small Business and Enterprise Development 21, no. 4 (2014): 565–87. http://dx.doi.org/10.1108/jsbed-05-2014-0090.

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Purpose – Despite the importance of marketing to the success of entrepreneurial ventures very few researchers have studied the links with new business performance. The purpose of this paper is to examine a number of marketing practices in relation to the performance of new firms. Furthermore, the study considers the moderating influence of market competitiveness on the marketing practice-performance relationship. Design/methodology/approach – Both postal and web surveys were utilized to collect responses from 128 entrepreneurs in the early stages of business creation. The data were subjected t

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38

Soares, Philipe Ricardo Casemiro, Romano Timofeiczyk Junior, João Carlos Garzel Leodoro Da Silva, and Marcos Milan. "SISTEMA DE MEDIÇÃO DE PERFORMANCE PARA O CONTROLE DE PLANTAS INVASORAS EM PLANTAÇÕES FLORESTAIS." FLORESTA 45, no. 1 (2014): 175. http://dx.doi.org/10.5380/rf.v45i1.35996.

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Este trabalho objetivou a determinação de indicadores de desempenho (IDs) para a atividade de controle de plantas invasoras em plantações florestais. Para isso, tomaram-se como base as exigências de uma empresa atuante no segmento de celulose e papel, convertendo-as em um sistema de medição de performance, utilizando adaptações nas metodologias Desdobramento da Função Qualidade (QFD) e Balanced Scorecard (BSC). Foram definidos 19 indicadores de desempenho em cinco diferentes perspectivas: financeira; clientes; processos internos; aprendizado e crescimento; e não mercado. Destes, os indicadores

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Cao, Guangming, and Na Tian. "Enhancing customer-linking marketing capabilities using marketing analytics." Journal of Business & Industrial Marketing 35, no. 7 (2020): 1289–99. http://dx.doi.org/10.1108/jbim-09-2019-0407.

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Purpose Evidence in the literature has indicated that customer-linking marketing capabilities such as customer relationship management (CRM) and brand management are important drivers of marketing performance and that marketing analytics use (MAU) enables firms to gain valuable knowledge and insights for improving firm performance. However, there has been little focus on how firms improve their CRM and brand management via MAU. This study aims to draw on the absorptive capacity theory, research on marketing capabilities and marketing analytics to examine the capability-developing mechanisms th

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40

Merunka, Dwight, and Jean-Bernard Kazmierczak. "Repenser la performance en marketing." Décisions Marketing 40 (October 1, 2005): 07–08. http://dx.doi.org/10.7193/dm.040.07.08.

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41

Kumar, Manoj. "Online Marketing Induced Performance Volatility." International Journal of Online Marketing 7, no. 1 (2017): 37–63. http://dx.doi.org/10.4018/ijom.2017010103.

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This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive online marketing spending volatility, by the level of online marketing spending, by the responsiveness of own online marketing spending, and by competitive reactivity. The author develops hypotheses about the influence of these variables on revenue and cash-flow volatility that are rooted in online market response theory. Based on a broad sample of 99 pharmaceutical brands in four clinical categories in India, the author tests these hypotheses and assess the magnitude of the different sources of onli

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42

Jaworski, Bernard J., and Stanley J. Shapiro. "Book Review: Marketing Performance Assessment." Journal of Marketing 54, no. 1 (1990): 135–37. http://dx.doi.org/10.1177/002224299005400110.

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43

TURKOZ, ISIL, and AYSE AKYOL. "Internal Marketing and Hotel Performance." Anatolia 19, no. 1 (2008): 149–54. http://dx.doi.org/10.1080/13032917.2008.9687059.

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44

Gaitniece, Elina. "DIGITAL MARKETING PERFORMANCE EVALUATION METHODS." CBU International Conference Proceedings 6 (September 24, 2018): 135–40. http://dx.doi.org/10.12955/cbup.v6.1145.

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The share of digital marketing from total marketing spending is increasing fast year by year. Still the majority of companies admit that they are missing clear methods on how to evaluate (positive/negative) effects obtained using digital marketing. As this field of digital marketing is relatively new, there are no firm and widely recognized measurement methods resulting in marketing specialists being confused by an overwhelming amount and variety of different digital marketing metrics and large amounts of data. Therefore, the aim of this paper is to list the existing methods which could help m

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45

Anderson, Kim B., and B. Wade Brorsen. "Marketing Performance of Oklahoma Farmers." American Journal of Agricultural Economics 87, no. 5 (2005): 1265–70. http://dx.doi.org/10.1111/j.1467-8276.2005.00817.x.

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46

Bednall, David H. B., and Michael J. Valos. "Marketing research performance and strategy." International Journal of Productivity and Performance Management 54, no. 5/6 (2005): 438–50. http://dx.doi.org/10.1108/17410400510604575.

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47

Helgesen, Øyvind, Erik Nesset, and Terje Voldsund. "Marketing perceptions and business performance." Marketing Intelligence & Planning 27, no. 1 (2009): 25–47. http://dx.doi.org/10.1108/02634500910928371.

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48

Woodburn, Diana. "Engaging marketing in performance measurement." Measuring Business Excellence 8, no. 4 (2004): 63–72. http://dx.doi.org/10.1108/13683040410569424.

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49

Berger, Hilary, and Christopher Thomas. "SMEs - social media marketing performance." International Journal of Web Engineering and Technology 11, no. 3 (2016): 215. http://dx.doi.org/10.1504/ijwet.2016.079037.

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Sitepu, I., N. V. Sitorus, and B. E. L. Tobing. "Comparison of potato marketing performance." IOP Conference Series: Earth and Environmental Science 454 (April 15, 2020): 012029. http://dx.doi.org/10.1088/1755-1315/454/1/012029.

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