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Performance measurement in modern conditions is one of the most important business requirements since enterprises face the need to exhibit returns for stockholders and investors, but also contribution of management to those returns, as well as contribution of certain business units, functional departments and activities within them. Hence, it is particularly important to assess marketing successfulness as a business function according to return on investment in marketing activities, but also according to the set of indicators from following performance groups - marketing effectiveness and marketing efficiency. Core issue is which measures to select and use in the marketing performance measurement system of certain enterprise so that it could be able to assess how effective and efficient its marketing is. In other words, adequate performance measurement system ought to contain performance measures that will be used to monitor effects and marketing strategy implementation process (controlling while implementing, and performance measures that can be applied to overall effect monitoring after the strategy implementation period. Otherwise, creating the marketing performance measurement system is a complex task for marketing managers. Therefore, the aim of this paper is to explore key principles and develop conceptual framework for creating and selecting performance measurement system for marketing strategy control which is based on characteristics and key success factors of marketing strategy, that is activities and actions for its operationalizing and effective implementing

Conceptual framework in creating and selecting the performance measurement system for marketing strategy control