Measuring marketing efficiency and optimising marketing programmes

Abstract

Measuring the marketing efficiency and optimising marketing programmes has been a long standing discussion and as a result a number of models have been developed. However, optimising the marketing programme still remains a challenge. The models developed focus purely on optimisation task but fail to present a holistic picture covering all the steps necessary to optimise the marketing programme. This paper aims to develop a conceptual model to optimise the marketing programme. The proposed model enables to perform the following tasks: to measure the marketing efficiency (including measurement of the return on marketing and marketing costs) and finally – to optimise the marketing programme. The research is among the first to present such a holistic approach and to offer an original conceptual framework, providing both a theoretical foundation for the calculations and as a managerial tool, allowing performing the intended calculations.