Developing a marketing effectiveness index through linking marketing actions to firm value

Research output: Contribution to journalMeeting abstract

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 languageEnglish
Pages (from-to)55
Number of pages1
JournalExpo 2012 Higher Degree Research : book of abstracts
Publication statusPublished - 2012
Externally publishedYes
EventHigher Degree Research Expo (8th : 2012) - Sydney
Duration: 12 Nov 201213 Nov 2012

Keywords

  • Marketing Actions
  • Brand Equity
  • Customer Equity
  • Long Term
  • Marketing Performance

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