Developing a method for marketing performance measurement

In this study, the measurement of marketing performance was examined with the perspective of consumers differently from previous studies done with the perspective of employees. Within the scope of the research, as one of the qualitative research methods, interviews were made without applying projective technique. In the first stage, these interviews were applied to 15 people and critical success factors of the automotive, ready-to-wear, coffee house and airway sectors were determined and then questionnaires were applied to 64 people. The findings of this study show that efforts focused on the critical success factors of sectors increase brand value of the organizations, however, the rate of this relationship might be different for sectors and organizations. In addition to the relationship between critical success factors and brand value, results show that revenue/employee and market share are also remarkable components for measurement of marketing performance.