Jeļena ŠALKOVSKA – lecturer at the University of Latvia, Faculty of Economics and Management. Research areas: marketing management, integrated marketing communications, supply chain management. Phone: +371 29615933. E-mail: jelena.salkovska@lu.lv. Elīna OGSTA – graduate student, University of Latvia, Faculty of Economics and Management. Research areas: marketing management, marketing performance measurement, marketing metrics. Phone: +37126587964. E-mail: elinaogsta@gmail.com E-mail: elinaogsta@gmail.com. ISSN 1392-1142 (Print), ISSN 2335-8750 (Online) ORgANIZAcIJų VADYbA: SISTEmINIAI TYRImAI 2014.70 http://dx.doi.org/10.7220/mOSR.1392.1142.2014.70.7 Quantitative and Qualitative Measurement Methods of Companies’ Marketing Efficiency Nowadays, due to ever-changing market conditions, increasingly global market place, and consumer em- powerment, one of the main means of marketing accountability, assessment and communication of specifc marketing and business objectives in companies are marketing metrics. Te authors of this research attempt a critical evaluation of marketing measurement methods by elaborating a conceptual framework of marketing metrics, marketing efciency, efectiveness, and performance from literature review, as well as implementa- tion of marketing measurement tools in Latvian enterprises in order to gain an overview of current marketing management issue regarding practical marketing assessment. Te research paper contains the results of re- search of the marketing measurement practice in Latvian companies, conducted under the authors’ guidance in March, 2014. Keywords: marketing metrics, marketing efciency, marketing efectiveness, marketing performance mea- surement, marketing measurement methods. Dėl nuolat kintančių pasaulinės rinkos sąlygų ir vartotojų išprusimo, viena pagrindinių šiandieninių priemonių, leidžiančių įvertinti įmonių pardavimo atskaitomybę, konkrečius prekybos ir verslo tikslus yra rinkodaros rodikliai. Šio tyrimo autoriai bando kritiškai įvertinti rinkodaros vertinimo metodus, remdamie- si literatūros apžvalga, siekia parengti rinkodaros rodiklių efektyvumo, veiksmingumo ir panaudojimo kon- cepcijos modelį, taip pat, tiriant rinkodaros vertinimo įrankius Latvijos įmonėse, siekia išanalizuoti praktinį rinkodaros vertinimą. Straipsnyje pateikiami praktinio rinkodaros vertinimo Latvijos įmonėse 2014 m. kovo mėnesį atlikto tyrimo rezultatai. Raktiniai žodžiai: rinkodaros rodikliai, rinkodaros efektyvumas, rinkodaros veiksmingumas, rinkodaros vei- klos vertinimas, rinkodaros vertinimo metodai. Jeļena ŠAlKovSKA Elīna ogStA Introduction Tough increasingly more companies rec- ognize the importance of marketing in successful business planning and progress, yet in many cases strategic marketing planning and implementation in business environment is endangered by myopic management (Jefrey, 2010) or lack of delib- erative planning and carefully chosen and tailored set of marketing activities or tools. Myopic management originates the de- mands for tangible assets and fnancial eval- uation of marketing activities and fast return