TITLE

The Journey to Marketing Effectiveness

AUTHOR(S)
Wyner, Gordon A.
PUB. DATE
March 2004
SOURCE
Marketing Management;Mar/Apr2004, Vol. 13 Issue 2, p8
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article deals with the emphasis of companies on improving marketing effectiveness. Marketing effectiveness is best viewed as a journey rather than a single outcome, method, or business process. One striking observation is the variability in companies that are wrestling with the issues. Marketing effectiveness is an issue for both large and small privately owned companies. Larger companies that spend more on marketing may use sophisticated tools like marketing mix modeling to understand and optimize outlays. Small companies with smaller absolute marketing budgets raise the same questions with the same urgency but are looking for simpler, perhaps packaged, solutions that give them some way to quantify marketing impact. The issue is relevant to consumer marketers of products and services, as well as B2B marketers. It affects those who sell to end customers as well as those that work primarily through indirect channels. In companies where channel marketing is critical, they treat the channels as customers and try to increase the alignment of their goals with company marketing goals.
ACCESSION #
12884314

 

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