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Posts Tagged ‘Marketing performance’

Marketing performance – a review on instruments and models (III)


Marketing Performance

Continuing the incursion into the most popular and used marketing models and tools, which can add value to managing and increasing marketing performance, we explore in this post the Ansoff Matrix.

Also called the product / market grid, the Ansoff Matrix, is a visual representation in the shape of a matrix that maps the growth strategies based on the type of product and the type of market. As a result, four strategies have been suggested, as it follows:

Marketing Performance Management: the Net Promoter Score® (NPS)


Marketing Performance Management

In a context where marketing practitioners strive to measure the performance of their efforts, the search for new, innovative and simpler, measures that would not only lead to relevant results, but would also require less complex approaches, is of topicality. Introduced by Fred Reichheld (Ritson, 2009), the Net Promoter Score® (NPS) promises to be one of the most popular and employed approach to measuring performance in marketing.


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