A framework for evaluating the performance of marketing systems
Date
2003
Authors
List, Dennis H.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Australia and New Zealand Marketing Academy Conference, 1-3 December, 2003 / pp.576-586
Statement of Responsibility
Conference Name
Australia and New Zealand Marketing Academy Conference (2003 : Adelaide, S.A.)
Abstract
When marketing is viewed as a two-way system rather than the one-way process
implicitly assumed by commonly accepted definitions, evaluation of the effectiveness
of an organization’s marketing becomes more relevant than it was when organizations
used a simple “marketing mix” model of marketing.
This paper outlines an integrated method for the evaluation of marketing performance,
combining concepts derived from several different social sciences, and building an
evaluation framework using that model. The concepts used include a systems-based view
of marketing, stakeholder management theory, actor-network theory, and futures studies, as
well as the Program Logic family of approaches used initially in the assessment of foreign
aid programs.
As a test of the applicability of this framework, a pair of case studies is described. Though
both cases were quite different from what might be viewed as "normal" marketing, the
framework clearly accommodates both. The practical implication of the framework is that
to fully evaluate the outcome of any marketing process, it is useful to consider the
communications transmitted between all participants in the process; it can be seen as an
extension of the Integrated Marketing Communications principle.