ABSTRACT
The assessment of marketing performance is a necessary part of the marketing control process. Marketers must have clearly defined objectives that subsequently can be assessed in terms of successful achievement. Marketing performance is an assessment of how well marketers implement their marketing strategies and marketing mix programmes, fulfil corporate expectations, such as market share targets and profit levels, and achieve the desired levels of customer satisfaction. In addition to the core financial measures such as profitability, sales and market share, marketers increasingly are judged on the qualitative measures so central to the marketing concept: customer satisfaction and brand awareness.
