ASSESSING MARKETING EFFECTIVENESS – PROBLEMS AND POSSIBLE SOLUTIONS

Authors

Keywords
marketing, marketing management, marketing effectiveness, assessing marketing performance

Summary
The issues related to marketing effectiveness and linking marketing to a firm’s financial results have been very popular in the economic literature in the past two decades. In this study we try to systemize the accumulated knowledge in this area. We define some methodological problems concerning marketing effectiveness assessment. Based on the data accumulated we define the category of marketing effectiveness and outline its manifestations. We argue that marketing effectiveness assessment has to be done in different ways according to the assessment object – a separate marketing campaign or a marketing activity as a whole. We propose to use ‘Return on Marketing Investments’ (MROI) for assessing a single marketing campaign, and the change in the marketing assets – for assessing the marketing effectiveness as a whole (marketing strategy). General models for the two types of assessment are proposed.

JEL: M31, G39, M49
Pages: 28
Price: 3 Points

More titles

  • INFORMATION SECURITY IN BULGARIAN E-COMMERCE SYSTEMS

    The provision of information security is one of the greatest challenges that modern information and communication technologies face. To solve the problems in this area it is necessary to perform a complete and profound analysis of all real and potential threats and, on this basis, to choose and develop a complete solution. The object of study are ...

  • MARKET BEHAVIOUR OF INDUSTRIAL BUSINESS ORGANIZATIONS AND ITS RISK ASPECTS

    The aim of this study is to examine the market behaviour of industrial business organizations and its risk aspects and formulate ideas to successfully counteract the risks and adverse consequences of their occurrence. In this regard, the main tasks are: to examine and summarize the theoretical aspects of market behaviour of modern industrial ...

  • AGRICULTURAL SIMULATION MODELS IN TEACHING STUDENTS OF ECONOMICS

    The issue of the use of agricultural simulation models in teaching economics students is topical in terms of the need to reflect the current trends in the development of education and training. The different models of the economic policy implemented are discussed in the context of the Common Agricultural Policy of the European Union. This paper ...