Posted: September 16th, 2017

Marketing Effectiveness

Measuring Marketing Effectiveness Marketing plans should add value for the organization, and marketers should be accountable for the successes and failures of the plans. Define and briefly discuss the importance of the three distinct levels for measuring marketing effectiveness. Is it reasonable to hold marketers accountable for results at each level? Why, or why not? Name at least three factors that might make it difficult to assess success or failure of marketing plans. Your initial post should be a minimum of 300 words.

RESOURCES:

d. Chapter 9: The Pricing Plan Article 1. Varianini, V., & Vaturi, D. (2000). Marketing lessons from e-failures. Mckinsey Quarterly, (4), 86-97. Retreived from the EBSCOhost database. In this article, the authors examine notable mistakes and business failures that occurred in the early days of e-commerce and offer suggestions for improving marketing practices.

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Recommended Resources

Articles 1. Dunlop, D. (2009). Marketing your marketing. Marketing Health Services, 29(1), 28-31. Retrieved from the EBSCOhost database. This article addresses marketing in the healthcare industry and the importance of gaining broad support for marketing activities among healthcare providers and administrators. 2. Schulaka, C. (2011). Marketing’s magic bullet? Keep it simple and consistent. Journal of Financial Planning, 24(3), 30-33. Retrieved from the EBSCOhost database. In this article, the author argues for simple practices that provide customer value in marketing plans, strategies, and tactics.

Multimedia 1. Cobley, D. (n.d.). Dan Cobley: What physics taught me about marketing | Video on TED.com. TED: Ideas worth spreading. Retrieved fromhttp://www.ted.com/talks/dan_cobley_what_physics_taught_me_about_marketing.html

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