Marketing by numbers: How Pizza Hut Korea evaluates promotional spending

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Marketing is one of several key operations that play a fundamental part in the success of any company. Those closely involved in its activities will no doubt claim it is the most critical of them all. Regardless of its place in the pecking order of importance, marketing is not immune when the financial well‐being of the firm needs protecting. Indeed, the department will often be first in line when budgets are slashed. In comparison to other functions within an organization, marketing is something of an easy target. Why? Because its returns on spending are notoriously difficult to quantify. That the predictable objections tend to fall on deaf ears is therefore hardly surprising.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2013), "Marketing by numbers: How Pizza Hut Korea evaluates promotional spending", Strategic Direction, Vol. 29 No. 2, pp. 24-26. https://doi.org/10.1108/02580541311298038