{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T17:29:24Z","timestamp":1754155764295,"version":"3.41.2"},"reference-count":15,"publisher":"Emerald","issue":"6","license":[{"start":{"date-parts":[[2019,12,16]],"date-time":"2019-12-16T00:00:00Z","timestamp":1576454400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JBS"],"published-print":{"date-parts":[[2019,12,16]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Marketing performance assessment has been a major concern and remains a vital issue for companies and professionals. This paper aims to revisit the theme of marketing audits and propose a methodological approach aimed to evaluate marketing practice at the light of the processes involved.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The paper is structured in three parts. It begins with an overview of marketing audit\u2019s theoretical domain. Then, the rationale, content and implementation of the instrument are presented. Finally, the work\u2019s main motivations and implications are discussed.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>To turn assessment into a useful exercise, it is necessary the existence of a framework allowing a common language for describing marketing practice. The author believes that a structured approach for evaluating marketing processes can decisively influence marketing effectiveness.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>This work provided a theoretically anchored methodology for evaluating marketing practice. As such, it lays down the foundations for further research on the relevance of the selected processes and how they translate in future consequences for the business.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>The view presented is intended to draw attention to the need for assessing the way marketing is executed, providing an instrument that helps professionals to better develop their activity and improve their contribution to business success.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>Most existing marketing performance measures focus on outputs. However, results, per se, say little about the reasons of success or failure. This paper reinforces the importance of marketing audits as a tool to evaluate the way marketing processes are developed within an organization<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/jbs-05-2019-0103","type":"journal-article","created":{"date-parts":[[2019,12,17]],"date-time":"2019-12-17T10:27:20Z","timestamp":1576578440000},"page":"57-67","source":"Crossref","is-referenced-by-count":1,"title":["How good is the marketing method? Measuring the process and the outcomes"],"prefix":"10.1108","volume":"41","author":[{"given":"Ant\u00f3nio","family":"Pimenta da Gama","sequence":"first","affiliation":[]}],"member":"140","reference":[{"issue":"3\/4","key":"key2020100703501196300_ref001","first-page":"475","article-title":"Assessing marketing performance: reasons for metrics selection","volume":"20","year":"2004","journal-title":"Journal of Marketing Management"},{"key":"key2020100703501196300_ref002","unstructured":"American Marketing Association (2006), \u201cMarketing accountability study white paper\u201d, available at: www.dybvigconsulting.com\/archive\/pdf\/2005AMAAprimoaccountability.pdf (accessed 18th July 2018)."},{"volume-title":"Strategic Marketing Plan Audit: A Company Self-Assessment Tool","year":"2000","key":"key2020100703501196300_ref003"},{"key":"key2020100703501196300_ref004","unstructured":"Bhandari, R. Singer, M. and Van Der Scheer, H. (2014), \u201cUsing marketing analytics to drive superior growth\u201d, Mckinsey Quarterly, June, available at: www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/using-marketing-analytics-to-drive-superior-growth"},{"key":"key2020100703501196300_ref005","first-page":"9","article-title":"A credibility gap for marketers","volume":"2","year":"2005","journal-title":"McKinsey Quarterly"},{"key":"key2020100703501196300_ref006","unstructured":"CMO Survey (2017), \u201cHighlights and insights February 2017\u201d, available at www.slideshare.net\/christinemoorman\/the-cmo-survey-highlights-and-insights-February-2017 (accessed 27 June 2018)."},{"issue":"6","key":"key2020100703501196300_ref007","doi-asserted-by":"crossref","first-page":"173","DOI":"10.1509\/jm.15.0417","article-title":"Demonstrating the value of marketing","volume":"80","year":"2016","journal-title":"Journal of Marketing"},{"issue":"2","key":"key2020100703501196300_ref008","first-page":"49","article-title":"The marketing audit comes of age","volume":"18","year":"1989","journal-title":"Sloan Management Review"},{"key":"key2020100703501196300_ref009","doi-asserted-by":"crossref","first-page":"46","DOI":"10.1108\/03090560910923238","article-title":"Innovative marketing in SMEs","volume":"43","year":"2009","journal-title":"European Journal of Marketing"},{"issue":"2","key":"key2020100703501196300_ref010","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1108\/13683041111131583","article-title":"A renewed approach to services marketing effectiveness","volume":"15","year":"2011","journal-title":"Measuring Business Excellence"},{"issue":"3\/4","key":"key2020100703501196300_ref011","first-page":"212","article-title":"Marketing audits: the forgotten side of management?","volume":"20","year":"2012","journal-title":"Journal of Targeting, Measurement and Analysis for Marketing"},{"issue":"4_suppl1","key":"key2020100703501196300_ref012","doi-asserted-by":"crossref","first-page":"168","DOI":"10.1177\/00222429990634s116","article-title":"Marketing, business processes, and shareholder value: an organizationally embedded view of marketing activities and the discipline of marketing","volume":"63","year":"1999","journal-title":"Journal of Marketing"},{"issue":"4","key":"key2020100703501196300_ref013","doi-asserted-by":"crossref","first-page":"341","DOI":"10.2753\/MTP1069-6679160406","article-title":"The marketing audit and organizational performance: an empirical profiling","volume":"16","year":"2008","journal-title":"Journal of Marketing Theory and Practice"},{"volume-title":"The Marketing Audit Workbook \u2013 Tools, Techniques & Checklists to Exploit Your Marketing Resources","year":"2002","key":"key2020100703501196300_ref014"},{"issue":"3","key":"key2020100703501196300_ref015","doi-asserted-by":"crossref","first-page":"156","DOI":"10.1016\/j.apmrv.2014.09.001","article-title":"Antecedents and consequences of marketing audits: empirical evidence from Taiwanese firms","volume":"20","year":"2015","journal-title":"Asia Pacific Management Review"}],"container-title":["Journal of Business Strategy"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/JBS-05-2019-0103\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/JBS-05-2019-0103\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T22:00:10Z","timestamp":1753394410000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/jbs\/article\/41\/6\/57-67\/191503"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2019,12,16]]},"references-count":15,"journal-issue":{"issue":"6","published-print":{"date-parts":[[2019,12,16]]}},"alternative-id":["10.1108\/JBS-05-2019-0103"],"URL":"https:\/\/doi.org\/10.1108\/jbs-05-2019-0103","relation":{},"ISSN":["0275-6668","0275-6668"],"issn-type":[{"type":"print","value":"0275-6668"},{"type":"print","value":"0275-6668"}],"subject":[],"published":{"date-parts":[[2019,12,16]]}}}