Abstract
This paper offers a new approach for measuring company’s marketing effectiveness and in this way enabling the organisation to embark more effectively on its strategic marketing planning. The article presents an index-MEI (or Marketing Effectiveness Index) that could be also useful in identifying the strengths and weaknesses of the marketing division and could facilitate the comparison of company’s marketing effectiveness vis-a-vis competitors and/or the relevant industry or sector.
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Keywords
- Managerial Personnel
- Marketing Effectiveness
- Brand Reputation
- Market Effectiveness
- Marketing Expenditure
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Meidan, A., Moutinho, L., Chan, R.S. (2015). Marketing Effectiveness Index (MEI) -Tool for Strategic Marketing Planning. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_98
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DOI: https://doi.org/10.1007/978-3-319-13248-8_98
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13247-1
Online ISBN: 978-3-319-13248-8
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