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- W2317693521 abstract "Measuring the marketing efficiency and optimising marketing programmes has been a long standing discussion and as a result a number of models have been developed. However, optimising the marketing programme still remains a challenge. The models developed focus purely on optimisation task but fail to present a holistic picture covering all the steps necessary to optimise the marketing programme. This paper aims to develop a conceptual model to optimise the marketing programme. The proposed model enables to perform the following tasks: to measure the marketing efficiency (including measurement of the return on marketing and marketing costs) and finally – to optimise the marketing programme. The research is among the first to present such a holistic approach and to offer an original conceptual framework, providing both a theoretical foundation for the calculations and as a managerial tool, allowing performing the intended calculations." @default.
- W2317693521 created "2016-06-24" @default.
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- W2317693521 date "2012-01-01" @default.
- W2317693521 modified "2023-09-27" @default.
- W2317693521 title "Measuring Marketing Efficiency And Optimising Marketing Programmes" @default.
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- W2317693521 doi "https://doi.org/10.3846/cibme.2012.23" @default.
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