Using financial measures to assess the marketing effectiveness

Ilona Bondos

Abstract


The evaluation of the effectiveness of marketing action is the great challenge for marketers. This article aims to present a new approach to this problem. As a result of market changes there was a need to use financial measures in assessing the effects of marketing. The author attempts to explain why the financial dimension is so important for a correct assessment of marketing effectiveness. The author does not indicate the ideal solution for a correct assessment of the marketing effectiveness, because it does not exist.

Keywords


marketing effectiveness; marketing performance measurement; financial measures; marketing transparency

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DOI: http://dx.doi.org/10.17951/h.2014.48.1.35
Date of publication: 2015-04-27 14:05:01
Date of submission: 2015-04-14 21:03:04


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