Basic Approaches in Interpreting Marketing Effectiveness

Witold Kowal

Abstract

Effectiveness is one of the most important categories for marketing. Currently, following numerous interpretations, it is quite ambiguous as an assessment criterion. Subject literature, gives two approaches to the interpretation of marketing effect. They can be described as the behavioral and the result-based approach. They present a different attitude to marketing evaluation. Behavioral marketing effectiveness is seen as a system of standards based on the philosophy of marketing orientation. Grasping the essence of the result-based approach is more difficult, because theoretically there are many possible measures to marketing assessment. This paper is based on a literature review. It includes a review of the theoretical and empirical research achievements regarding the interpretation of the category of marketing effectiveness. This paper aims to systematise the achievements in interpreting marketing effectiveness, and to evaluate the directions of changes for these interpretations.
Autor Witold Kowal (Z / KZM)
Witold Kowal
- Katedra Zarządzania Marketingowego
Paginacja3350-3359
Objętość publikacji w arkuszach wydawniczych0.5
Książka Soliman Khalid S. (red.): Education Excellence and Innovation Management: A 2025 Vision to Sustain Economic Development during Global Challenges, 2020, International Business Information Management Association (IBIMA), ISBN 9780999855141
Słowa kluczowe w języku angielskimMarketing Effectiveness, Effectiveness, Efficiency, Marketing Productivity, Marketing Performance
Powiązany projekt[17] Program doskonałości naukowo - badawczej INTEREKON . Kierownik projektu w UEW: Ewa Stańczyk-Hugiet, , data rozpoczęcia 01-01-2019, data zakończenia 31-12-2022, w trakcie realizacji
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Kowal_W_Basic_Approaches_in_Interpreting.pdf 102,05 KB
Punktacja (całkowita)70
Żródło punktacjiconferenceList
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UwagaThe project is financed by the Ministry of Science and Higher Education in Poland under the programme "Regional Initiative of Excellence" 2019 - 2022 project number 015/RID/2018/19 total funding amount 10 721 040,00 PLN
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