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Journal articles on the topic 'Marketing Effectiveness'

Author: Grafiati

Published: 4 June 2021

Last updated: 26 July 2025

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1

Gordon, Ian. "Improving Marketing Effectiveness." Interactive Marketing 1, no. 2 (1999): 216–18. http://dx.doi.org/10.1057/palgrave.im.4340028.

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2

KA, Dr Azees. "EFFECTIVENESS OF ONLINE MARKETING IN INTEGRATED MARKETING COMMUNICATION: A COMPREHENSIVE STUDY." International Journal of Economics Finance & Management Science 08, no. 08 (2023): 05–09. http://dx.doi.org/10.55640/ijefms-9133.

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This comprehensive study examines the effectiveness of online marketing in integrated marketing communication (IMC). As digital technologies continue to transform the marketing landscape, online marketing has become a central component of IMC strategies for businesses. The research investigates how online marketing channels, such as social media, email marketing, search engine optimization, and content marketing, contribute to a cohesive and synchronized communication approach. Through a mix of qualitative and quantitative methods, this study analyzes the impact of online marketing on brand aw

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3

Brooks, Neil, and Lyndon Simkin. "Judging marketing mix effectiveness." Marketing Intelligence & Planning 30, no. 5 (2012): 494–514. http://dx.doi.org/10.1108/02634501211251025.

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4

Dworak, Janusz. "Effectiveness of marketing relations." Studia i Prace WNEiZ 50 (2017): 47–60. http://dx.doi.org/10.18276/sip.2017.50/2-04.

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5

P, Desingu. "Effectiveness of Online Marketing." Shanlax International Journal of Commerce 6, S1 (2018): 223–29. https://doi.org/10.5281/zenodo.1461494.

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In the era of globalization, the internet plays a vital role in all spheres of life and industries.  The Internet is very famous now adays for satisfying people with various  services related to various fields. It is a  very versatile facilities which help to complete  many tasks easily and conveniently with few clicks. It can be any work of daily usage or any specific service which needs a lot of research and formalities to be done beforehand, as well as this marketing is not an exception either. Online marketing, which is also called internet mark

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6

Verma, Bhringraj. "Social Media Marketing Effectiveness." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04301.

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Abstract Social media is a big part of life moment. This paper looks at how good social media is for marketing. A check was done with 50 people to see how they reply to brand posts and if it makes them buy goods. The results show that social media marketing is truly effective if done in the right way. Keywords Social Media, Marketing, Brands, Influencers, Online Advertisements, stoner geste prolusion These days, social media is commodity utmost people use every day. We use it to talk to buddies, watch funny Social Media Marketing Effectiveness vids, and indeed check out new products. Brands al

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7

Webster, Cynthia. "Marketing culture and marketing effectiveness in service firms." Journal of Services Marketing 9, no. 2 (1995): 6–21. http://dx.doi.org/10.1108/08876049510085973.

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8

Supada, Wayan. "INTEGRASI CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS (CRME) DALAM PENERAPAN STRATEGI KOMUNIKASI PEMASARAN." Maha Widya Duta : Jurnal Penerangan Agama, Pariwisata Budaya, dan Ilmu Komunikasi 6, no. 1 (2022): 1. http://dx.doi.org/10.55115/duta.v6i1.2030.

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The scipe of marketiing communication is devided into internal and external marketing communication. Internal marketing communication is carried out to build relationship between companies and the organizations within them, including shareholders, employess and stake holders in the company. While external marketing communications aims to build a corporate image and strong relationships between companies with other parties including consumers and the public at large. CRM is one of the strategies that can help maximize the objectives of marketing communications carried out by companies relating

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9

Kaunda, Kenneth, John Kuria Thuo, and George Adegu. "The intervening role of marketing effectiveness on interactive marketing and marketing performance." International Journal of Research in Business and Social Science (2147- 4478) 14, no. 1 (2025): 37–46. https://doi.org/10.20525/ijrbs.v14i1.3822.

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Marketing effectiveness, a technique aimed at improving marketers' outreach to customers to optimise marketing expenditures, has consistently demonstrated efficacy in a highly competitive landscape. Nonetheless, its empirical mediating function continues to be a subject of inquiry among many experts. This study aimed to examine the mediating function of marketing effectiveness in the relationship between interactive marketing and the marketing performance of Micro and Small Enterprises (MSEs) in the Nyanza Region, Kenya. A cross-sectional survey study approach was employed, targeting a populat

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10

Ketevan Lochoshvili, Ketevan Lochoshvili, and Lia Berikashvili Lia Berikashvili. "Measuring and Evaluating Marketing Effectiveness." Economics 106, no. 3-5 (2024): 54–62. http://dx.doi.org/10.36962/ecs106/3-5/2024-54.

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The article presents marketing as a philosophy of entrepreneurship and a tool that is actively implemented and used in the process of the formation of tangible and intangible assets of market structures. At the same time, marketing is considered by the author to be the main factor in gaining the advantage of consumers, because, according to them, it acts as an effective means of increasing competitiveness and creating capital for commercial entities, as well as a source of cash flow. The paper notes that value creation, which involves marketing, is closely related to the rational search and us

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11

Sharmila, R., and M. Kavitha. "Effectiveness of social media marketing." Indian Journal of Public Health Research & Development 9, no. 11 (2018): 192. http://dx.doi.org/10.5958/0976-5506.2018.01450.x.

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12

Kaye, Lenard W. "The Effectiveness of Services Marketing:." Administration in Social Work 18, no. 2 (1994): 69–85. http://dx.doi.org/10.1300/j147v18n02_04.

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13

Wadia, Reena. "Effectiveness of health marketing campaigns." British Dental Journal 228, no. 8 (2020): 595. http://dx.doi.org/10.1038/s41415-020-1549-z.

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14

Gladson Nwokah, N., and Augustine I. Ahiauzu. "Emotional intelligence and marketing effectiveness." Marketing Intelligence & Planning 27, no. 7 (2009): 864–81. http://dx.doi.org/10.1108/02634500911000199.

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15

Trong Tuan, Luu. "Marketing effectiveness and its precursors." Asia Pacific Journal of Marketing and Logistics 24, no. 1 (2012): 125–52. http://dx.doi.org/10.1108/13555851211192731.

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16

Ryan, Jillian, Sarah Mellish, Jillian Dorrian, Tony Winefield, and Carla Litchfield. "Effectiveness of biodiversity‐conservation marketing." Conservation Biology 34, no. 2 (2020): 354–67. http://dx.doi.org/10.1111/cobi.13386.

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17

Baidya, Mehir, and Bipasha Maity. "Effectiveness of integrated marketing communications." Journal of Indian Business Research 2, no. 1 (2010): 23–31. http://dx.doi.org/10.1108/17554191011032929.

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18

Chen, Chien-Wei, and Nai-Hwa Lien. "Social media and marketing effectiveness." Asia Pacific Management Review 22, no. 1 (2017): 1. http://dx.doi.org/10.1016/j.apmrv.2017.02.002.

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19

Hofacker, Charles F., Ko de Ruyter, Nicholas H. Lurie, Puneet Manchanda, and Jeff Donaldson. "Gamification and Mobile Marketing Effectiveness." Journal of Interactive Marketing 34 (May 2016): 25–36. http://dx.doi.org/10.1016/j.intmar.2016.03.001.

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20

Homolska, V. V., and I. P. Bosak. "Marketing effectiveness: approaches and criteria." Scientific Papers (Ukrainian Academy of Printing) 1, no. 60 (2020): 115–22. http://dx.doi.org/10.32403/1998-6912-2020-1-60-115-122.

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21

Bonnici, Joseph. "Determinant of Hospital Marketing Effectiveness:." Journal of Hospital Marketing 5, no. 1 (1991): 25–38. http://dx.doi.org/10.1300/j043v05n01_04.

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22

Chrobocińska, Katarzyna, and Aleksandra Lotkowska. "Effectiveness of organic food marketing." Economics and Environment 85, no. 2 (2023): 255–70. http://dx.doi.org/10.34659/eis.2023.85.2.548.

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The principal aim of this study was to assess the economic results and marketing effectiveness of selected companies dealing with the production and distribution of organic food. The diagnostic survey method was applied in the study. It was conducted on popular social media in 2021 with 686 respondents. The study findings show that the marketing strategy has been ineffective so far. This means that there exists an informationally excluded area, which must be filled in. Therefore, effective product marketing should be developed based on personalised advertisements on social media and online tra

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23

Nielsen, J. "E-marketing: Improving marketing effectiveness in a digital world." Interactive Marketing 2, no. 1 (2000): 81–83. http://dx.doi.org/10.1057/palgrave.im.4340073.

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24

Gruen, Thomas W. "Relationship marketing: the route to marketing efficiency and effectiveness." Business Horizons 40, no. 6 (1997): 32–38. http://dx.doi.org/10.1016/s0007-6813(97)90065-3.

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25

Miller, Amy, and Jennifer Cioffi. "Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard." Journal of Advertising Research 44, no. 3 (2004): 237–43. http://dx.doi.org/10.1017/s0021849904040334.

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26

Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of

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27

G., Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research – Granthaalayah 4, no. 3 (Special Edition) (2017): 14–21. https://doi.org/10.5281/zenodo.848016.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of

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28

MISHRA, RISHABH. "AN ANALYSIS OF EFFECTIVENESS ON DIGITAL MARKETING." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32637.

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Finding out how effective digital marketing strategies are in the modern business environment is the driving force behind this study. With the proliferation of online services, companies are increasingly relying on digital marketing to reach customers. This study employs both quantitative and qualitative methodologies to assess several digital marketing strategies, including social media marketing, search engine optimization, content marketing, email marketing, and influencer marketing. Data from surveys, case studies, and interviews with industry specialists will be analyzed to find the most

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29

Garrett, Dennis E. "The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing." Journal of Marketing 51, no. 2 (1987): 46. http://dx.doi.org/10.2307/1251128.

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30

Garrett, Dennis E. "The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing." Journal of Marketing 51, no. 2 (1987): 46–57. http://dx.doi.org/10.1177/002224298705100204.

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Marketing strategists assert that environmental management is a critical marketing task. However, little attention has been given to environmental forces that actively oppose an organization's marketing policies. Protest groups often use boycotts in an attempt to coerce an organization to modify allegedly harmful marketing policies. The author proposes and tests a theory of the effectiveness of such boycotts.

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31

Smith, G. E., and P. D. Berger. "The Impact of Direct Marketing Appeals on Charitable Marketing Effectiveness." Journal of the Academy of Marketing Science 24, no. 3 (1996): 219–31. http://dx.doi.org/10.1177/0092070396243003.

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32

Oksana, G. Derkach, and A. Akimenko Anastasia. "Methodical approaches to assessing marketing activity of agricultural enterprises." Economics: time realities 6, no. 46 (2019): 52–59. https://doi.org/10.5281/zenodo.3877537.

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By analyzing the effectiveness of current costs for marketing planning, the effectiveness of marketing processes and the efficiency of using marketing resources, a more complete assessment of the effectiveness of the use of marketing processes in an agricultural enterprise. It is determined that the analysis of the results of the marketing plan allows to evaluate the effectiveness of the work performed as a whole; identify those measures that have produced tangible results; identify programs that were consumed but failed; to see the big picture and outline a further strategic direction for dev

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33

Cahya, Ananda Dwi. "Marketing Audit: Does It Affect Marketing Planning and Marketing Effectiveness in the Sales Function?" Sustainable Business Accounting and Management Review 1, no. 2 (2019): 93–100. http://dx.doi.org/10.61656/sbamr.v1i2.54.

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This study aimed to prove the effect of marketing audits on marketing planning and the influence between marketing audits and the marketing effectiveness of the sales function at PT. MSJ Sidoarjo - Indonesia. This study uses primary data from the SPI manager, marketing manager, accounting manager, audit team, and SPI amperage, totaling 26 people, and the sampling amperage used is a census. The analysis technique used is the Analysis of Variance (ANOVA). This study consists of the dependent variable, namely marketing planning, and marketing effectiveness of the sales function, as well as a grou

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34

PANDEY, SHYAM. "Effectiveness of Influencer Marketing in Brand Promotion." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50799.

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In the digital age, influencer marketing has emerged as a powerful strategy for brand promotion. This project explores how influencer marketing impacts consumer behavior, brand awareness, and sales. It evaluates the effectiveness of this marketing approach compared to traditional advertising methods. Objectives: · To analyze the role of influencers in shaping brand perception. · To assess the impact of influencer marketing on consumer engagement and purchasing decisions. · To compare influencer marketing with traditional marketing techniques in terms of cost- effectiveness and reach. · To iden

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35

Abrahamsson, Mats, and Staffan Brege. "Dynamic Effectiveness." Journal of Marketing Channels 12, no. 2 (2004): 83–112. http://dx.doi.org/10.1300/j049v12n02_05.

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36

Riabchenko, І. "Statistical Marketing Efficiency in a Complex of Behavioral Economics and Marketing." Modern Economics 38, no. 1 (2023): 139–43. http://dx.doi.org/10.31521/modecon.v38(2023)-21.

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Abstract. Introduction. Behavioral economics is an essential tool for understanding and predicting the behavior of consumers and organizations and can be used to support the development of innovative marketing strategies. This article examines the role of behavioral economics in marketing and explores the concept of statistical marketing efficiency (SME) to measure marketing campaigns' effectiveness. By analyzing the behavior of consumers and organizations and using techniques such as “SME”, marketers can better understand the factors that influence purchasing decisions and create more effecti

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37

Larka, Ludmila. "DIAGNOSTICS OF THE EFFICIENCY OF ANTI-CRISIS MARKETING AT THE ENTERPRISE." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 4 (November 18, 2022): 40–43. http://dx.doi.org/10.20998/2519-4461.2022.4.40.

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The necessity of applying the principles of anti-crisis marketing in modern conditions and diagnosing the effectiveness of its application within the concept of anti-crisis management is substantiated. The need to analyze the effectiveness of the marketing management subsystem in relation to other functional management subsystems is emphasized: production management, personnel management, financial management, innovation management. Indicators of the effectiveness of marketing activity are systematized, which are expedient to use when diagnosing the effectiveness of anti-crisis marketing at th

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38

ATALAY ORAL, Mükerrem, and M. Göksel AKPINAR. "ORANGE MARKETING EFFECTIVENESS ANALYSIS IN TURKEY." INTERNATIONAL REFEREED JOURNAL OF RESEARCH ON ECONOMICS MANAGEMENT, no. 8 (June 30, 2016): 26. http://dx.doi.org/10.17373/uheyad.2016816505.

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39

Maru File, Karen, and Russ Alan Prince. "Evaluating the effectiveness of interactive marketing." Journal of Services Marketing 7, no. 3 (1993): 49–58. http://dx.doi.org/10.1108/08876049310044574.

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40

Ginevičius, Adomas. "QUANTITATIVE EVALUATION OF ENTERPRISE MARKETING EFFECTIVENESS." Technological and Economic Development of Economy 13, no. 1 (2007): 19–23. http://dx.doi.org/10.3846/13928619.2007.9637771.

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Enterprises operating in a complicated, constantly changing environment should pay much more attention to the market and the user, ie to marketing. Despite the fact that the main subject of the state economy is an enterprise, the problems of marketing are mostly analysed at the level of activities. At the enterprises, these problems, which are of great practical and theoretical importance, are paid little attention. One of the main problems in this context is quantitative evaluation of marketing effectiveness. The nature of the considered processes implies that this problem can be solved by mu

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41

Lively, Sandra. "MARKETING: CAN IT IMPROVE COST EFFECTIVENESS?" Bottom Line 4, no. 3 (1991): 12–17. http://dx.doi.org/10.1108/eb025291.

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42

Stefanov Velev, Mladen, and Ivo Todorov Marinov. "Research of Bulgarian companies' marketing effectiveness." Managerial Auditing Journal 19, no. 6 (2004): 774–89. http://dx.doi.org/10.1108/02686900410543886.

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43

Wali, Andy Fred. "Customer Relationship Management and Marketing Effectiveness." Paradigm 22, no. 2 (2018): 101–24. http://dx.doi.org/10.1177/0971890718787663.

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This article examines a comparative consumer study into the influence of firms’ customer relationship management (CRM) practices on their marketing effectiveness (ME) in the Nigeria and UK mobile telecommunications (MT) sectors. The qualitative multi-methods (focus groups [FGs] and secondary documents) were employed for data collection. The study involved six consumer FGs, three in Port Harcourt, Nigeria, and three in Huddersfield, UK. The author employed thematic and content analysis techniques to analyse the study data using NVivo 10 software. As per Nigerian study, it was revealed that firm

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44

Goodwin, Tom. "Measuring the Effectiveness of Online Marketing." Market Research Society. Journal. 41, no. 4 (1999): 1–6. http://dx.doi.org/10.1177/147078539904100404.

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45

Tarka, Piotr. "Key determinants of marketing research effectiveness." Economics and Business Review 12, no. 1 (2012): 40–50. http://dx.doi.org/10.18559/ebr.2012.1.567.

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In article the author presents his view and research findings based on conducted empirical studies. All issues are pertaining to marketing research problems, e.g., its effectiveness within a company&apos;s business environment. More interestingly this paper concerns key problems typical of the research industry. These issues form underlying conditions for constructing the process of valuable marketing research. In the first part of paper, the role of contemporary marketing research in business is described. Further on efficiency, effectiveness and measurability of the argued issues are des

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46

Nobile, Tekila Harley, and Lorenzo Cantoni. "Personalisation (In)effectiveness in email marketing." Digital Business 3, no. 2 (2023): 100058. http://dx.doi.org/10.1016/j.digbus.2023.100058.

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47

Yasmin, Afrina, Sadia Tasneem, and Kaniz Fatema. "Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study." International Journal of Management Science and Business Administration 1, no. 5 (2015): 69–80. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.15.1006.

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Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms’ sales. Additionally the differences between traditional marketing and digital marketing in this paper are p

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48

Nwokah, N. Gladson, and Joyce Tamunosaki Briggs. "Internal Marketing and Marketing Effectiveness of Hotel Industry in Rivers State." Journal of Human Resource and Sustainability Studies 05, no. 04 (2017): 238–57. http://dx.doi.org/10.4236/jhrss.2017.54021.

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49

Barutcu, Suleyman, and Melda Tomas. "Sustainable Social Media Marketing and Measuring Effectiveness of Social Media Marketing." Journal of Internet Applications and Management 4, no. 1 (2013): 5–24. http://dx.doi.org/10.5505/iuyd.2013.69188.

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50

Phillips, Paul, and Luiz Moutinho. "The Marketing Planning Index: A Tool for Measuring Strategic Marketing Effectiveness." Journal of Travel & Tourism Marketing 7, no. 3 (1998): 41–60. http://dx.doi.org/10.1300/j073v07n03_03.

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