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Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation

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  • Skačkauskienė Ilona
  • Nekrošienė Julija

    (Department of Management, Faculty of Business Management, Vilnius TECH University, Sauletekio al.11, Vilnius, Lithuania)

Abstract

Marketing effectiveness evaluation is an important issue for companies due to its significant impact on overall business performance and goals. Discussions on marketing effectiveness evaluation in academic and business societies are extensive. However, a unified and clear classification of marketing effectiveness evaluation approaches is missing. The purpose of this article is to conduct theoretical investigations about the existing approaches to marketing effectiveness evaluation. The review of academic literature was performed by selecting and reviewing the most relevant publications from two leading databases, Web of Science and Scopus. The most meaningful articles for the research area were chosen using a bibliometric analysis, and reviewed. The article discusses the evaluation of marketing effectiveness for different marketing initiatives, its impact on business, and challenges for organizations, and provides valuable insights into revealing trends in marketing effectiveness evaluation approaches. The presented classification of marketing effectiveness approaches is expected to contribute to a broader understanding of the research area.

Suggested Citation

  • Skačkauskienė Ilona & Nekrošienė Julija, 2023. "Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation," TalTech Journal of European Studies, Sciendo, vol. 13(1), pages 226-252, June.
    • Handle: RePEc:vrs:bjeust:v:13:y:2023:i:1:p:226-252:n:10
    DOI: 10.2478/bjes-2023-0011
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    References listed on IDEAS

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    1. Clemens Koob, 2021. "Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective," PLOS ONE, Public Library of Science, vol. 16(4), pages 1-25, April.
    2. Shasha Lu & Hye-Jin Kim & Yinghui Zhou & Li Xiao & Min Ding, 2022. "Audio and Visual Analytics in Marketing and Artificial Empathy," Foundations and Trends(R) in Marketing, now publishers, vol. 16(4), pages 422-493, April.
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