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

Abas Mirzaei

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

Research output: Contribution to journal › Meeting 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 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

Cite this

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title = "Developing a marketing effectiveness index through linking marketing actions to firm value",

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{\textquoteright}s intangible and financial assets. An index is developed to track the changes in intangible marketing assets, namely brand equity in the long term.",

keywords = "Marketing Actions, Brand Equity, Customer Equity, Long Term, Marketing Performance",

author = "Abas Mirzaei",

year = "2012",

language = "English",

pages = "55",

journal = "Expo 2012 Higher Degree Research : book of abstracts",

issn = "1837-9214",

publisher = "Faculty of Business and Economics, Macquarie University",

note = "Higher Degree Research Expo (8th : 2012) ; Conference date: 12-11-2012 Through 13-11-2012",

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TY - JOUR

T1 - Developing a marketing effectiveness index through linking marketing actions to firm value

AU - Mirzaei, Abas

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

KW - Marketing Actions

KW - Brand Equity

KW - Customer Equity

KW - Long Term

KW - Marketing Performance

M3 - Meeting abstract

SN - 1837-9214

SP - 55

JO - Expo 2012 Higher Degree Research : book of abstracts

JF - Expo 2012 Higher Degree Research : book of abstracts

T2 - Higher Degree Research Expo (8th : 2012)

Y2 - 12 November 2012 through 13 November 2012

ER -

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

Abstract

Keywords

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Cite this