Issue: 2026/Vol.36/No.4, Pages
SHAPING STRATEGIC MARKETING PERFORMANCE: A QUANTITATIVE EVALUATION MODEL BASED ON THE 7P FRAMEWORK
Zbigniew Malara
, Yasmin Ziaeian
This is not yet the definitive version of the paper. This version will undergo additional copyediting, typesetting and review before it is published in its final form, but we are providing this version to give early visibility of the article.
Cite as: Z. Malara, Y. Ziaeian. Shaping strategic marketing performance: A quantitative evaluation model based on the 7P framework. Operations Research and Decisions 2026: 36(4). DOI 10.37190/ord/231139
Abstract
Given the significant shift toward a digital-driven ecosystem, the traditional marketing evaluation framework faces limitations in capturing the complexity of modern organizational performance. This study develops an integrated performance evaluation model based on the expanded 7P framework. By using Multi-Criteria Decision-Making (MCDM), the proposed model standardized 21 key performance indicators and applies a mathematical weight mechanism to prioritize strategic marketing activities. The model was also validated by marketing experts to ensure its practical relevance and adaptability to dynamic market environments. The study demonstrates the possibility of integrating qualitative and quantitative approaches and outlines a simplified methodology that supports the practical application of the 7P model using an MCDM-inspired approach.
Keywords: 7P Marketing Mix, Key Performance Indicators (KPIs), Multi-Criteria Decision-Making (MCDM), Strategic Marketing Performance
Received: 6 February 2026 Accepted: 15 August 2026
Published online: 16 August 2026