Marketing Performance Assessment Thomas V. Bonoma

ISBN: 9780875842035

Published: October 1st 1988

Hardcover

202 pages


Description

Marketing Performance Assessment  by  Thomas V. Bonoma

Marketing Performance Assessment by Thomas V. Bonoma
October 1st 1988 | Hardcover | PDF, EPUB, FB2, DjVu, talking book, mp3, ZIP | 202 pages | ISBN: 9780875842035 | 6.34 Mb

While much research has gone into the inputs of the marketing equation, the output of this equation-marketing performance-has not received the attention it deserves. Bonoma and Clarks keen psychological insights and their extensive knowledge of theMoreWhile much research has gone into the inputs of the marketing equation, the output of this equation-marketing performance-has not received the attention it deserves.

Bonoma and Clarks keen psychological insights and their extensive knowledge of the elements and structure of marketing execution give their MPA model a solid foundation and encourage managers to think about the subject in a different light. One of the most important findings on their research is the significance of managements informed judgments about the performance of marketing programs, a factor that makes the model more relevant and universal. In addition to a description of their model, Marketing Performance Assessment contains a review of marketing productivity literature, as well as case studies and interviews with managers, making it a valuable addition to the management library.



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