Marketing performance assessment and accountability: Process and outcomes

Marketing accountability, and how it may be achieved via performance assessment metrics, have been central topics in both the marketing literature practice (Katsikeas et al. 2016). Recent developments digital channels, accompanying explosion of data emergence automation, globalization markets, rise customer experience as a key firm priority further magnified interest importance understanding potential outcomes are can (CMO Survey, 2021; Mintz al., 2021). As result, gaining clarity on to design manage systems deal with these issues has never more important. This paper argues that progress this research domain requires deep (MPA) process provide catalyst foundation for next generation research. Although there considerable areas metrics much less attention paid MPA links them. Yet, is essential successful management. To address this, we first review past broad answer “Where been?” question identifies theneed new conceptual model. Second, drawing findings within allied outside marketing, develop detail model use identify what really needs known but currently unclear (i.e., do need go?”). Third, suggest needed inquiry best investigated “How get there?”) by identifying perspectives, theories, sources, analysis approaches productively employed future