A Review of Marketing Performance Evaluation Theory

Marketing performance evaluation is a fast growing research field of Marketing in recent years.The purpose of marketing performance evaluation is to carry out research linking the marketing science to financial theories,as well as the product market to financial market.Based on the transmission direction about marketing value chain,this article reviews the extant literature,which is focused on marketing value chain,marketing metrics and marketing measures,and discovers the deficiency in marketing performance evaluation theory.Future research direction of the theory and its reference to China is also given.