The course addresses three main types of performance metrics that should concern any market-oriented organization. First, traditional performance metrics, which estimate the competitive effects of marketing strategy and tactics. Second, economic and financial marketing metrics, whose relevance has dramatically augmented over time due to a financial orientation of marketing that consists in reinterpreting marketing costs in terms of marketing investments (thus, subject to return measurement). Third, societal performances, which address the impact of marketing on individual and collective well-being (i.e. the social relevance of both marketing strategies and tactics).