Recent years, the Marketing Science Institute considered marketing performance measurement (MPM) a priority in marketing research and managerial practice. Several contributions on the same topic have been proposed in literature. The ability to measure the marketing performance is considered, in literature, a cognitive gap that determined a decrease of marketing relevance within firm and organizations. On the basis of relevant literature on retailing and an explorative case study, it will be proposed a model to investigate MPM for a leading retailer. The model is aimed to identify antecedents of “share of purchase”, “share of wallet” and “share of visit” for a consumer goods retailer. The model will be tested on the leading chain Superò, a master franchisee of SMA Spa, under control of the French Auchan Group, located in Campania Region and owned of 27 small supermarkets.

Marketing Performance Measurement In FMCG Proposing And Testing A Conceptual Model / Testa, P.; Basile, Vincenzo; Cantone, L.. - (2016), pp. 1-15. (Intervento presentato al convegno International Marketing Trends Conference (January 2016) tenutosi a Venice nel January 2016).

Marketing Performance Measurement In FMCG Proposing And Testing A Conceptual Model

Testa P.;BASILE, VINCENZO
;
Cantone L.
2016

Abstract

Recent years, the Marketing Science Institute considered marketing performance measurement (MPM) a priority in marketing research and managerial practice. Several contributions on the same topic have been proposed in literature. The ability to measure the marketing performance is considered, in literature, a cognitive gap that determined a decrease of marketing relevance within firm and organizations. On the basis of relevant literature on retailing and an explorative case study, it will be proposed a model to investigate MPM for a leading retailer. The model is aimed to identify antecedents of “share of purchase”, “share of wallet” and “share of visit” for a consumer goods retailer. The model will be tested on the leading chain Superò, a master franchisee of SMA Spa, under control of the French Auchan Group, located in Campania Region and owned of 27 small supermarkets.
2016
9782953281127
Marketing Performance Measurement In FMCG Proposing And Testing A Conceptual Model / Testa, P.; Basile, Vincenzo; Cantone, L.. - (2016), pp. 1-15. (Intervento presentato al convegno International Marketing Trends Conference (January 2016) tenutosi a Venice nel January 2016).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11588/715203
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