Assessing Marketing Strategy Performance (Marketing Science Institute (MSI))

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Assessing Marketing Strategy Performance (Marketing Science Institute (MSI)) image
ISBN-10:

0965711447

ISBN-13:

9780965711449

Released: Aug 01, 2004
Format: Paperback, 292 pages

Description:

Authored by leading marketing scholars, the book addresses questions of critical enduring importance to marketing: Does marketing influence firm value or firm performance? Does marketing contribute to the development and maintenance of intangible assets such as consumers, brands, and knowledge? How can marketing contribute to greater firm efficiency? Can a firm’s marketing capabilities become a source of value?

Offering a diverse set of approaches from stock response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be an invaluable resource to those seeking to better understand marketing’s role in the firm.

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