A Performance Index for Evaluating Marketing Programmes
Abstract
Suggests a performance index, overcoming changing economic conditions and the effect of the product life cycle, thus serving as an extra aid to management, as existing measures do not adequately reflect actual performance. Focuses on the performance of the marketing programme and not specific marketing activities such as advertising, sales promotions etc. Sums up that it is shown that this index incorporates aspects not taken into account in previous methods.
Keywords
Citation
Barlev, B. and Lampert, S. (1977), "A Performance Index for Evaluating Marketing Programmes", European Journal of Marketing, Vol. 11 No. 1, pp. 21-30. https://doi.org/10.1108/EUM0000000005002
Publisher
:MCB UP Ltd
Copyright © 1977, MCB UP Limited