Comparative Review of Marketing Performance Management Models - Classical Models vs Digital Marketing Models

The aim of this scientific paper is to present and analyse the fundamental differences and shared aspects in literature, regarding the measuring and evaluating marketing performance between the traditional and innovative digital marketing performance management models. Special attention is being paid to the need of their integration, in order to present marketing performance of organisations in a more realistic, comprehensive and inclusive manner, and to enable an effective marketing performance management, ultimately leading to the effective overall organisational performance management. Their interaction and integration is one of the crucial challenges of contemporary scientific research in marketing, and contemporary marketing practice globally. Classical marketing performance management models need to be complemented with contemporary digital marketing performance assessment models, and their integration leads to innovative, comprehensive models that integrate classical and innovative approaches. Such an inclusive approach is aimed at providing organisations with a comprehensive understanding of their marketing performance, enabling them to make informed decisions and strategically navigate the complexities of the modern market. This will be a main focus of this paper, and methodologically, apart from the theoretical elaboration and a literature review, a blended methodological approach will be implemented in the paper.