<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation

TalTech Journal of European Studies

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Marketing effectiveness evaluation is an important issue for companies due to its significant impact on overall business performance and goals. Discussions on...

Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation

Published Online: May 24, 2023

Page range: 226 - 252

DOI: https://doi.org/10.2478/bjes-2023-0011

Keywords
marketing eff ectiveness, marketing eff ectiveness evaluation approaches, Scopus, theoretical literature review, WoS

© 2023 Ilona Skačkauskienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Theoretical Investigations on Existing Approaches to Marketing Effectiveness Evaluation

Published Online: May 24, 2023

Page range: 226 - 252

DOI: https://doi.org/10.2478/bjes-2023-0011

Keywordsmarketing eff ectiveness, marketing eff ectiveness evaluation approaches, Scopus, theoretical literature review, WoS

© 2023 Ilona Skačkauskienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
marketing eff ectiveness, marketing eff ectiveness evaluation approaches, Scopus, theoretical literature review, WoS