Marketing Plans, 8th Edition

Chapter 13 MEASURING THE EFFECTIVENESS OF MARKETING PLANNING

SUMMARY

1. An appraisal of marketing investment techniques
2. Shareholder value added
3. Marketing due diligence and assessing the riskiness of strategic marketing plans
4. Linking marketing expenditure to corporate financial objectives
5. Measuring promotional expenditure effectiveness.
6. Exercises to turn the theory into practice

A THREE-LEVEL MARKETING ACCOUNTABILITY FRAMEWORK

The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective, and many would argue that it is almost impossible to link financial results to any specific marketing activity.

But increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability for what are, very often, huge budgets. Cranfield ...