Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation

Skačkauskienė Ilona () and Nekrošienė Julija ()
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Skačkauskienė Ilona: Department of Management, Faculty of Business Management, Vilnius TECH University, Sauletekio al.11, Vilnius, Lithuania
Nekrošienė Julija: Department of Management, Faculty of Business Management, Vilnius TECH University, Sauletekio al.11, Vilnius, Lithuania

TalTech Journal of European Studies, 2023, vol. 13, issue 1, 226-252

Abstract: Marketing effectiveness evaluation is an important issue for companies due to its significant impact on overall business performance and goals. Discussions on marketing effectiveness evaluation in academic and business societies are extensive. However, a unified and clear classification of marketing effectiveness evaluation approaches is missing. The purpose of this article is to conduct theoretical investigations about the existing approaches to marketing effectiveness evaluation. The review of academic literature was performed by selecting and reviewing the most relevant publications from two leading databases, Web of Science and Scopus. The most meaningful articles for the research area were chosen using a bibliometric analysis, and reviewed. The article discusses the evaluation of marketing effectiveness for different marketing initiatives, its impact on business, and challenges for organizations, and provides valuable insights into revealing trends in marketing effectiveness evaluation approaches. The presented classification of marketing effectiveness approaches is expected to contribute to a broader understanding of the research area.

Keywords: marketing eff ectiveness; marketing eff ectiveness evaluation approaches; Scopus; theoretical literature review; WoS (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:bjeust:v:13:y:2023:i:1:p:226-252:n:10

DOI: 10.2478/bjes-2023-0011

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