TITLE

A Guide to Marketing Effectiveness

AUTHOR(S)
Wyner, Gordon A.
PUB. DATE
September 2003
SOURCE
Marketing Management;Sep/Oct2003, Vol. 12 Issue 5, p6
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article presents information on how a company applies the discipline of marketing effectiveness to its organization. Some companies focus first on trying to understand the nature, size, and scope of the problem in detail before developing a specific solution. Others apply more focused new solutions and methods that come highly recommended by experts. Others will design new conceptual platforms or even specific models of marketing effectiveness that would, for example, link marketing inputs to customer behavior and financial outputs. One of the first steps in assessing marketing effectiveness is to classify and catalogue all the marketing expenditures. In order to attribute changes in customer perceptions and behavior to marketing investment, the specific categories must be isolated by time period. By focusing on the specific solution to evaluating marketing effectiveness, companies can generate an explicit statement of how the marketing process works. Crafting a solution to the marketing effectiveness problem frequently highlights how different consumer segments respond differently to marketing levers. The execution process provides insight on how the marketing process is working. Execution experience teaches where organizational processes are inhibiting marketing effectiveness.
ACCESSION #
10986492

 

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