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Article
Publication date: 27 July 2012

Neil Brooks and Lyndon Simkin

The purpose of this paper is to review the differing structural constraints between corporates and small to medium‐sized enterprises (SMEs) in the area of measuring…

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30966

Abstract

Purpose

The purpose of this paper is to review the differing structural constraints between corporates and small to medium‐sized enterprises (SMEs) in the area of measuring marketing effectiveness and, using the premise that an imperfect measure is better than none, demonstrate a practitioner‐developed tool for “judging” marketing mix effectiveness through a case study from the automotive sector.

Design/methodology/approach

The paper uses literature review, SME practitioner experience and a case study from the global automotive sector.

Findings

There is no single “magic bullet” metric for measuring marketing effectiveness. Whilst multiple metrics might therefore be used, SMEs’ variances from corporates can render this approach “too difficult”. This can lead to SMEs managing their marketing without adequate planning/control, relying instead on anecdotes/myths. The case‐examined practitioner tool assumes an incomplete measurement system is better than none and that the most pragmatic start‐point is the marketing mix itself. It is demonstrated to deliver positive outcomes in a number of areas.

Research limitations/implications

Owing to the volume of research data on measuring marketing effectiveness, the authors have focused on those metrics that they have observed more commonly in use in UK businesses. The research into the practitioner tool is based on its observed outcomes with 28 UK SMEs since 2005 and highlights a single implementation with an automotive sector firm.

Practical implications

The practitioner tool offers a pragmatic starting‐point in an SME environment where there might otherwise be no rational measurement of marketing effectiveness (in whole or in part) at all.

Originality/value

The paper's contribution is to question the applicability of current academic thought in the context of certain business situations, whilst offering an illustrative example of a pragmatic solution for SME practitioners. It is posited that by making use of this solution, SME owner/managers would be better equipped to understand the strategic linkages between marketing mix elements, customer groups and the outcomes of past marketing actions, leading to a more considered approach to future marketing decisions in line with business objectives.

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Marketing Intelligence & Planning, vol. 30 no. 5
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 June 2002

Birgit Leisen, Bryan Lilly and Robert D. Winsor

Recent research illuminates the important contribution of organizational culture and market orientation to organizational effectiveness. In an attempt to increase the…

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13035

Abstract

Recent research illuminates the important contribution of organizational culture and market orientation to organizational effectiveness. In an attempt to increase the conceptual and empirical body of knowledge, explores the links between organizational culture, market orientation, and marketing effectiveness in the context of strategic marketing alliances. Analyzes responses to self‐administered questionnaires returned by 128 such organizations. The findings suggest that organizational culture significantly affects marketing effectiveness, although the individual dimensions of organizational culture have varying degrees of influence upon the dimensions of marketing effectiveness. Among mechanistic or non‐adaptive cultural dimensions, increased internal culture enhances an internal market effectiveness dimension, whereas increased external culture enhances an external market effectiveness dimension. This internal/external alignment is not found for the organic or adaptive cultural dimensions. This same internal/external alignment is found, however, when examining the relationship between market orientation and market effectiveness. Internal aspects of market orientation enhance an internal market effectiveness dimension, whereas increased external orientation enhances an external market effectiveness dimension. Discusses managerial implications.

Details

Journal of Services Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 13 February 2019

Miriam Mugwati and Geoffrey Bakunda

The purpose of this paper was to examine the difference in the effect on external marketing effectiveness of gender similar boards and gender dissimilar boards in the…

Abstract

Purpose

The purpose of this paper was to examine the difference in the effect on external marketing effectiveness of gender similar boards and gender dissimilar boards in the agro-manufacturing industry in Zimbabwe.

Design/methodology/approach

Based on a multi-item construct of external marketing effectiveness, data were gathered from 56 agro-manufacturing firms. The significant differences in the effect of marketing activities designed by male, gender-diverse and female boards on the level of external marketing effectiveness of the firms were examined using MANOVA.

Findings

The results suggest significant differences on the levels of external marketing effectiveness between all female boards and all male and gender-diverse boards. Female boards indicated high levels of external marketing effectiveness on customer-perceived value, loyalty, satisfaction, brand performance and symbolic meaning. The study concludes that marketing effectiveness will only be achieved by firms that develop relevant marketing strategies for the female consumer market.

Research limitations/implications

The sample for this research was drawn from agro-manufacturing firms in Zimbabwe. Therefore, the applicability of these findings to other countries should be done with caution. In addition, the sample for the research was rather small, with only a few female boards. If conducted with a larger sample, the results could be different. The developed scale to measure external marketing effectiveness may require to be tested by other researchers in different settings to confirm its applicability in measuring the construct in multiple settings.

Originality/value

Prior research shows that corporate board effectiveness has tended to be measured in terms of corporate financial performance. This research measures board effectiveness from the extent to which its gender composition has an effect on the ability of manufacturing firms to serve emerging needs of female consumers.

Details

Gender in Management: An International Journal, vol. 34 no. 2
Type: Research Article
ISSN: 1754-2413

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Article
Publication date: 1 February 2001

Kwaku Appiah‐Adu, Alan Fyall and Satyendra Singh

The purpose of this exploratory empirical study was to examine the link between effective marketing practices and business performance in the financial services industry…

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5538

Abstract

The purpose of this exploratory empirical study was to examine the link between effective marketing practices and business performance in the financial services industry. Based on a multi‐item construct of marketing effectiveness, data were generated from 52 banks and building societies. The effects of different marketing effectiveness dimensions upon profitability and growth as well as customer‐based performance indicators were investigated. Our results suggest that organisational variables such as customer philosophy, operational efficiency, marketing information and integrated marketing organisation are generally, significantly and positively associated with business performance. To conclude, managerial implications of the findings, study limitations and future research directions are discussed.

Details

Journal of Services Marketing, vol. 15 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 6 January 2012

Luu Trong Tuan

The purpose of this paper is to analyze the linkages between leadership, organisational trust, and marketing effectiveness, in service businesses within three service…

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2424

Abstract

Purpose

The purpose of this paper is to analyze the linkages between leadership, organisational trust, and marketing effectiveness, in service businesses within three service categories (health care, hotel, and resort) in Vietnam.

Design/methodology/approach

The research utilizes ANOVAs and structural equation model.

Findings

The findings revealed that transactional leadership is associated with calculus‐based trust. Transformational leadership, on the other hand, cultivates knowledge‐based trust and identity‐based trust, which in turn positively influence marketing effectiveness. A direct relationship between transformational leadership and marketing effectiveness is also examined.

Originality/value

The research offers insight into the role that leadership and trust play in determining marketing effectiveness in service businesses in Vietnam.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 May 1995

Cynthia Webster

Examines the importance of the marketing culture of a service firmby pinpointing the strength of its association with marketingeffectiveness. First, collects data to…

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27020

Abstract

Examines the importance of the marketing culture of a service firm by pinpointing the strength of its association with marketing effectiveness. First, collects data to validate and purify a measure of marketing effectiveness. Second, undertakes a procedure to discover the nature of the relationship between the kind of marketing culture a firm has and its marketing effectiveness. The findings reveal a strong relationship between these two constructs even when the possible effects of firm size and geographical scope are removed.

Details

Journal of Services Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 23 October 2009

N. Gladson Nwokah and Augustine I. Ahiauzu

While much empirical work has centered on marketing effectiveness, the generalizability of its relationship to emotional intelligence in the Nigerian context has been…

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7168

Abstract

Purpose

While much empirical work has centered on marketing effectiveness, the generalizability of its relationship to emotional intelligence in the Nigerian context has been under‐researched. The purpose of this paper is to assess the impact of emotional intelligence on the marketing effectiveness of the organization.

Design/methodology/approach

A 31‐item survey questionnaire is developed and 108 corporate organizations in Nigeria are selected from the 2007 edition of the Nigerian Stock Exchange Gazette as a sample for this study. Hand delivery survey is conducted from key informants in the organizations. Returned instruments are analyzed using non‐parametric correlation through the use of the Statistical Package for Social Sciences.

Findings

The results of the study validate the instruments on emotional intelligence and the earlier instruments for marketing effectiveness and find a strong association between emotional intelligence and marketing effectiveness of corporate organizations in the Nigerian context. The main finding is that emotional intelligence leads to marketing effectiveness in corporate organizations in Nigeria.

Practical implications

The implications of the results are clear for scholars and managers. For managers, the paper has implications for the investigation of the link between emotional intelligence and marketing effectiveness of corporate organizations in Nigeria. In the first place, the paper provides a direct test of the applicability of a western paradigm to the Nigerian economic system different from other cultures.

Originality/value

The paper significantly refines the body of knowledge concerning the impact of emotional intelligence on marketing effectiveness in the Nigerian context. It will, without doubt, contribute to the body of existing literature on emotional intelligence and marketing effectiveness.

Details

Marketing Intelligence & Planning, vol. 27 no. 7
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 15 August 2008

N. Gladson Nwokah and Augustine I. Ahiauzu

The purpose of this paper is to assess the impact of managerial competencies on the marketing effectiveness of the organization. While many empirical works have centered…

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2420

Abstract

Purpose

The purpose of this paper is to assess the impact of managerial competencies on the marketing effectiveness of the organization. While many empirical works have centered on marketing effectiveness, the generalizability of its relationship to managerial competencies in the Nigerian context has been under‐researched.

Design/methodology/approach

A 27‐item survey questionnaire was developed and 84 corporate organizations in Nigeria were selected from the 2005 edition of the Nigerian stock exchange gazette as a sample of this study. A hand‐delivered survey was conducted from key informants in the organizations. Returned instruments were analyzed using non‐parametric correlation through the use of the Statistical Package for Social Sciences (SPSS) version 10.

Findings

The results of the study reported in this paper validated the earlier instruments and find a strong association between managerial competencies and marketing effectiveness of corporate organizations in the Nigerian context. The main finding of this study is that managerial competencies lead to marketing effectiveness in corporate organizations in Nigeria.

Research limitations/implications

The implications of the results of this study are clear for scholars and managers. For managers this paper has implications on the investigation of the link between managerial competencies and marketing effectiveness of corporate organizations in Nigeria. In the first place, this paper provides a direct test of the applicability of a western paradigm to the Nigerian economic system, which is different from the other culture.

Originality/value

This paper significantly refines the body of knowledge concerning the impact of managerial competency on marketing effectiveness in the Nigerian context. This paper will no doubt contribute to the body of existing literature on managerial competency and marketing effectiveness.

Details

Journal of Management Development, vol. 27 no. 8
Type: Research Article
ISSN: 0262-1711

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Article
Publication date: 1 July 2000

Leo Y. M. Sin and Alan C. B. Tse

Addresses two important and interrelated questions: (1) Do firms showing an identifiable set of organizational cultural values demonstrate superior strategic marketing

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3785

Abstract

Addresses two important and interrelated questions: (1) Do firms showing an identifiable set of organizational cultural values demonstrate superior strategic marketing effectiveness? (2) What effect does strategic marketing effectiveness have on business performance? The findings from 388 service firms located in Hong Kong suggest that organizational cultural values are related to dimensions of strategic marketing effectiveness. Furthermore, the findings suggest that dimensions of strategic marketing are related to profitability but not to market share. Finally, the findings further show that organizational cultural values affect both directly and indirectly the performance of the company through its impact on marketing effectiveness.

Details

Journal of Services Marketing, vol. 14 no. 4
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 August 2004

Mladen Stefanov Velev and Ivo Todorov Marinov

Focuses on the results of a study to define the level of Bulgarian enterprise marketing effectiveness. The main aim is not only to assess and analyze the marketing

Abstract

Focuses on the results of a study to define the level of Bulgarian enterprise marketing effectiveness. The main aim is not only to assess and analyze the marketing effectiveness of a great number of Bulgarian companies, but also to compare companies from diverse branches of the economy, search for the relation between their marketing effectiveness and companies’ financial results and present an analysis of basic weaknesses and their causes. The results clarify the real potential of enterprises to face market challenges and thus help complete the overall picture of the peculiarities of economies in transition. They will help researchers working on these problems, investors and business people (especially foreign) and Bulgarians may find out about the state of their companies and their management and direct their efforts in this area.

Details

Managerial Auditing Journal, vol. 19 no. 6
Type: Research Article
ISSN: 0268-6902

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