The importance of measuring the success of a marketing initiative should be a primary consideration, and mechanisms for assessing both the efficiency and effectiveness of a marketing campaign must be built in on the front-end. Measuring the impact of marketing initiatives allows marketers to determine the success of the effort and justify the costs involved. This chapter addresses the uses of evaluation in marketing and presents various techniques that might be applied.
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© 2008 Springer Science+Business Media, LLC
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(2008). Measuring the Effectiveness of Marketing. In: Health Services Marketing. Springer, New York, NY. https://doi.org/10.1007/978-0-387-73606-8_12
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DOI: https://doi.org/10.1007/978-0-387-73606-8_12
Publisher Name: Springer, New York, NY
Print ISBN: 978-0-387-73604-4
Online ISBN: 978-0-387-73606-8
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