Marketing Performance Measurement In FMCG Proposing And Testing A Conceptual Model

Recent years, the Marketing Science Institute considered marketing performance measurement (MPM) a priority in marketing research and managerial practice. Several contributions on the same topic have been proposed in literature. The ability to measure the marketing performance is considered, in literature, a cognitive gap that determined a decrease of marketing relevance within firm and organizations. On the basis of relevant literature on retailing and an explorative case study, it will be proposed a model to investigate MPM for a leading retailer. The model is aimed to identify antecedents of “share of purchase”, “share of wallet” and “share of visit” for a consumer goods retailer. The model will be tested on the leading chain Superò, a master franchisee of SMA Spa, under control of the French Auchan Group, located in Campania Region and owned of 27 small supermarkets.