An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil
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Data de Publicação: | 2013 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12505 |
Resumo: | Assessing marketing performance is important in order to minimize the subjectivism in the decision making process. Assessing marketing performance is an alternative so marketing will no longer be considered as a tactical area but rather strategically. In this context, research in marketing should investigate the effects of marketing activities by applying metrics. Despite marketings growing importance in journals and developed markets, there are few research studies in Brazil, so we organized a theoretical essay. This essay intends to contribute to the marketing literature in two ways: i) by presenting a detailed overview of the marketing performance literature from the 1960s until the year 2012, which allows us to complement previous studies, from a new perspective on the evolution of the central ideas in marketing; ii) identifying research opportunities related to this topic that may stimulate debates and future research. |
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REMark - Revista Brasileira de Marketing |
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An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in BrazilEnsaio sobre a Análise de Desempenho em Marketing e Aplicação de Métricasmarketing, marketing performance assessment, marketing metrics.Marketing; Análise do Desempenho em Marketing; Métricas de MarketingAssessing marketing performance is important in order to minimize the subjectivism in the decision making process. Assessing marketing performance is an alternative so marketing will no longer be considered as a tactical area but rather strategically. In this context, research in marketing should investigate the effects of marketing activities by applying metrics. Despite marketings growing importance in journals and developed markets, there are few research studies in Brazil, so we organized a theoretical essay. This essay intends to contribute to the marketing literature in two ways: i) by presenting a detailed overview of the marketing performance literature from the 1960s until the year 2012, which allows us to complement previous studies, from a new perspective on the evolution of the central ideas in marketing; ii) identifying research opportunities related to this topic that may stimulate debates and future research.Analisar o desempenho das atividades de marketing de maneira a tornar o embasamento das decises na rea menos subjetivo torna-se cada vez mais relevante. , tambm, uma alternativa para que o marketing no seja considerado apenas como uma rea ttica nas organizaes e assuma seu papel estratgico na continuidade dos negcios. Nesse contexto, h oportunidades para que a pesquisa em marketing investigue os efeitos das atividades de marketing por meio da aplicao de mtricas. Apesar do seu destaque em peridicos e nos mercados maduros, por esse ser ainda um polmico tema, de crescente importncia e com poucas pesquisas aplicadas ao Brasil, um ensaio terico foi realizado. Este ensaio pretende contribuir com a literatura de marketing de duas maneiras: i) por meio da organizao da reviso da literatura sobre o tema, apresentando uma viso detalhada do desenvolvimento do tema desde a dcada de 1960 at o ano de 2012; ii) identificando oportunidades de pesquisa relacionadas ao tema que estimulem os debates relacionados a ele em futuras pesquisas.DOI: 10.5585/remark.v12i4.2535Universidade Nove de Julho - Uninove2013-12-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1250510.5585/remark.v12i4.2535ReMark - Revista Brasileira de Marketing; v. 12, n. 4 (2013): Outubro - Dezembro; 201-2292177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12505/6061Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessGuissoni, Leandro AngottiNeves, Marcos Fava2019-02-27T02:43:57Zoai:https://periodicos.uninove.br:article/12505Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-27T02:43:57REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil Ensaio sobre a Análise de Desempenho em Marketing e Aplicação de Métricas |
title |
An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil |
spellingShingle |
An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil Guissoni, Leandro Angotti marketing, marketing performance assessment, marketing metrics. Marketing; Análise do Desempenho em Marketing; Métricas de Marketing |
title_short |
An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil |
title_full |
An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil |
title_fullStr |
An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil |
title_full_unstemmed |
An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil |
title_sort |
An Essay on Marketing Performance Assessment: Opportunities in the Context of Research Studies in Marketing in Brazil |
author |
Guissoni, Leandro Angotti |
author_facet |
Guissoni, Leandro Angotti Neves, Marcos Fava |
author_role |
author |
author2 |
Neves, Marcos Fava |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Guissoni, Leandro Angotti Neves, Marcos Fava |
dc.subject.por.fl_str_mv |
marketing, marketing performance assessment, marketing metrics. Marketing; Análise do Desempenho em Marketing; Métricas de Marketing |
topic |
marketing, marketing performance assessment, marketing metrics. Marketing; Análise do Desempenho em Marketing; Métricas de Marketing |
description |
Assessing marketing performance is important in order to minimize the subjectivism in the decision making process. Assessing marketing performance is an alternative so marketing will no longer be considered as a tactical area but rather strategically. In this context, research in marketing should investigate the effects of marketing activities by applying metrics. Despite marketings growing importance in journals and developed markets, there are few research studies in Brazil, so we organized a theoretical essay. This essay intends to contribute to the marketing literature in two ways: i) by presenting a detailed overview of the marketing performance literature from the 1960s until the year 2012, which allows us to complement previous studies, from a new perspective on the evolution of the central ideas in marketing; ii) identifying research opportunities related to this topic that may stimulate debates and future research. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-12-27 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12505 10.5585/remark.v12i4.2535 |
url |
https://periodicos.uninove.br/remark/article/view/12505 |
identifier_str_mv |
10.5585/remark.v12i4.2535 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12505/6061 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 12, n. 4 (2013): Outubro - Dezembro; 201-229 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138640880730112 |