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.
Author Witold Kowal (BM / DMM)
Witold Kowal,,
- Department of Marketing Management
Pages3350-3359
Publication size in sheets0.5
Book Soliman Khalid S. (eds.): Education Excellence and Innovation Management: A 2025 Vision to Sustain Economic Development during Global Challenges, 2020, International Business Information Management Association (IBIMA), ISBN 9780999855141
Keywords in EnglishMarketing Effectiveness, Effectiveness, Efficiency, Marketing Productivity, Marketing Performance
Referenced project[17] Program doskonałości naukowo - badawczej INTEREKON . . Project leader at WUEB: Ewa Stańczyk-Hugiet, , start date 01-01-2019, end date 31-12-2022, in run
COBN
Languageen angielski
File
Kowal_W_Basic_Approaches_in_Interpreting.pdf 102,05 KB
Score (nominal)70
Score sourceconferenceList
Citation count*
Additional fields
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
Cite
Share Share

Get link to the record


* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
Back