Abstract
In response to calls for marketing managers to be more accountable, this research aims to quantify marketing performance. It develops a robust framework to explore the effectiveness of marketing actions and the nature of their impact on a firm’s intangible and financial assets. An index is developed to track the changes in intangible marketing assets, namely brand equity in the long term.
Original language | English |
---|---|
Pages (from-to) | 55 |
Number of pages | 1 |
Journal | Expo 2012 Higher Degree Research : book of abstracts |
Publication status | Published - 2012 |
Externally published | Yes |
Event | Higher Degree Research Expo (8th : 2012) - Sydney Duration: 12 Nov 2012 → 13 Nov 2012 |
Keywords
- Marketing Actions
- Brand Equity
- Customer Equity
- Long Term
- Marketing Performance