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 ...

INTRODUCTION: More than two decades after the initiation of agricultural market reforms in eastern and southern Africa (ESA), governments in the region are increasingly using parastatal grain marketing boards (GMBs) and/or strategic grain reserves (SGRs) to directly influence the prices faced by farmers and consumers (Jayne Chapoto, and Govereh 2007). In Zambia, the government through the Food ...

Although prior research has addressed the influence of corporate social responsibility (CSR) on perceived customer responses, it is not clear whether CSR affects market value of the firm. This study develops and tests a conceptual framework, which predicts that (1) customer satisfaction partially mediates the relationship between CSR and firm market value (i.e., Tobin’s q and stock return), (2)...

Marketing is under increased pressure to demonstrate its economic value to the firm. The challenge is exacerbated by the fact that marketing uses attitudinal (e.g. brand awareness), behavioral (e.g. brand loyalty) and financial (e.g. sales revenue) performance metrics, which, unfortunately, do not correlate highly with each other. Thus marketing initiatives could be viewed as successful by one ...

INTRODUCTION: More than two decades after the initiation of agricultural market reforms in eastern and southern Africa (ESA), governments in the region are increasingly using parastatal grain marketing boards (GMBs) and/or strategic grain reserves (SGRs) to directly influence the prices faced by farmers and consumers (Jayne Chapoto, and Govereh 2007). In Zambia, the government through the Food ...

The WHO FCTC proposes a comprehensive ban on tobacco advertising, promotion, and sponsorship, in recognition that it would reduce consumption of tobacco products (Figure 5.12). This section will explain how to go about measuring the effectiveness of restrictions on tobacco marketing communications, such as advertising bans or limitations on the use of specific media. First, terms are defined an...

In this research, the authors introduce Second Life in undergraduate marketing courses to evaluate its impact on learning. Following the principles of active learning, they conducted two studies (“observing-reflection” and “observing-doing-reflection”) in which a total of 201 marketing students participated. Findings show that students who feel Second Life is more game-like and easy to use repo...