Marketing effectiveness evaluation is crucial for creating a marketing strategy that delivers competitive advantage; however, it challenging process organisations. A comprehensive literature review on various metrics used to evaluate the of activities presented in this study. The research discusses importance evaluating current business environment. Different activities’ effectiveness, such as ...

The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...

This paper shows how big data can be experimentally used at large scale for marketing purposes at a mobile network operator. We present results from a large-scale experiment in a MNO in Asia where we use machine learning to segment customers for text-based marketing. This leads to conversion rates far superior to the current best marketing practices within MNOs. Using metadata and social networ...

This paper investigates the theory and practise of e-metrics. It examines the tourism sector as one of the most successful sectors on-line and identifies best practice in the industry. Qualitative research with top e-Marketing executives demonstrates the usage and satisfaction levels from current e-metrics deployment, selection of e-metrics for ROI calculation as well as intention of new e-metr...

a r t i c l e i n f o Keywords: Reverse logistics Metrics Goal-setting theory Knowledge-based view Partial least squares Business to business reverse logistics processes are shaped in large part by a firm's strategy to meet regulatory (e.g. waste electrical and electronic equipment directive) and certification (e.g. ISO 14000) requirements. Firms adopt both recommended and internally developed ...

Scholarly literature suggests digital marketing skills gaps in industry, but these skills gaps are not clearly identified. The research aims to specify any digital marketing skills gaps encountered by professionals working in communication industries. In-depth interviews were undertaken with 20 communication industry professionals. A focus group followed, testing the rigour of the data. We find...

In order to explore the complexities of developing a strategic marketing plan, this article is written in three parts. The first describes the strategic marketing planning process itself and the key steps within it. It also deals with implementation issues and barriers to marketing planning. The second part provides guidelines for the marketer which will ensure that the input to the marketing p...