Cognitive gap in marketing performance measurement Proposing conceptual model

Objectives. Marketing practitioners aim to demonstrate their contribution to firm performance. During last yearsMarketing 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 (Rust et al.,2004; Donthu et al., 2005; Sweeney et al., 2015). The ability tomeasure the marketing performance is considered in some literature a cognitive gap that determined a decrease of marketing relevance within firm and organizations (Kumar 2004; Malter and Ganesan, 2005). The core goal of this paper is to provide a holistictool of metrics for measuring marketing performance. For this purpose, the contribution offers by co-creation dynamics is considered essential to fill the void existing in current literature on MPM.Methodology. The paper aims to give a theoretical contribution and makes a critical revision of the existing disciplines to explore the cognitive gap existing for measure the marketing performance, with reference to a conceptual model based on three dimensions, articulated as follows: 1) observational and transactional metrics 2) perceptive and not observational metrics and 3) customer potential co-evolution metrics. Findings.The companies innovatebecause their value proposition has a positive impact on transactions and consequently the quality of the relationship with the customer could be even a effect on its expectations (Janger et al.,2017). The study’s findings also suggest that in addition to an increase in influence within organizations, the marketing function could benefit from favorable resource allocation and timely approvals for new marketing initiatives when it is perceived as being accountable. Research limits. The research has a descriptive nature. It has not explored, at this stage of research studies, any empirical validation. The paper is mainly a theoretical one and the managerial implications presented might be only incidental.Practical implications. This work, also propose to increase the contributes to debate on MPM and its possible evolution (Hanssens and Pauwels, 2016). Finally, the paper provides a tool for professional use, to support the management of the companies for the measurement of the marketing metrics in the three examined areas.Originality of the study.The conceptual model for measuring marketing performance in the three dimensions examined is enriched by the contribute of service dominat logic (SDL) in the process of co-creation with customer (Grönroos and Gummerus, 2014). The originality of this paper is to explore the MPMin terms of cognitive gap in management practices. The contribution of consumer-dominant logic in the field of MPM offers new insights for marketing metrics as the role of the customer in the process of value co-creation (Ankeret al., 2015).