Measuring marketing performance in South Africa

Abstract

Despite the growing global awareness and importance of marketing performance measurement, little research on the subject has been conducted from a South African perspective. This study explores the status of marketing performance measurement in South Africa, by examining the perceptions, methods, challenges and status of organisations with regards to the advancement of marketing performance measurement. It researches five key problem areas, namely, the importance and awareness of marketing performance measurement; the methods managers use to measure marketing performance; the process these managers follow in selecting these methods; how advanced organisations are conceptually and practically in terms of measuring marketing performance, and finally the challenges managers face in measuring marketing performance in South Africa. Nine managers from eight medium to large South African firms were interviewed, ina qualitative study that possibly explores marketing performance measurement from this perspective, for the first time in South Africa.