How good is the marketing method? Measuring the process and the outcomes

Abstract

Purpose Marketing performance assessment has been a major concern and remains a vital issue for companies and professionals. This paper aims to revisit the theme of marketing audits and propose a methodological approach aimed to evaluate marketing practice at the light of the processes involved. Design/methodology/approach The paper is structured in three parts. It begins with an overview of marketing audit’s theoretical domain. Then, the rationale, content and implementation of the instrument are presented. Finally, the work’s main motivations and implications are discussed. Findings To turn assessment into a useful exercise, it is necessary the existence of a framework allowing a common language for describing marketing practice. The author believes that a structured approach for evaluating marketing processes can decisively influence marketing effectiveness. Research limitations/implications This work provided a theoretically anchored methodology for evaluating marketing practice. As such, it lays down the foundations for further research on the relevance of the selected processes and how they translate in future consequences for the business. Practical implications The view presented is intended to draw attention to the need for assessing the way marketing is executed, providing an instrument that helps professionals to better develop their activity and improve their contribution to business success. Originality/value Most existing marketing performance measures focus on outputs. However, results, per se, say little about the reasons of success or failure. This paper reinforces the importance of marketing audits as a tool to evaluate the way marketing processes are developed within an organization