An Information Processing Model of Marketing Performance Measurement

Abstract

Abstract While scholars have devoted attention to the "what to measure" question in marketing performance measurement, this presumes that measurement provides benefits to the organization. The authors propose an organizational information processing model of marketing performance measurement. Senior executives responded to a survey regarding the generation, dissemination, and interpretation of marketing performance data. Generation of data has little effect on managers' satisfaction with their performance measurement. Information dissemination exhibits an inverted U relationship with satisfaction, suggesting information overload can be an issue in performance measurement. Finally, interpretation of performance influences satisfaction, but in interaction with environmental turbulence and task complexity.