Background: It is proven difficult to provide evidence for the financial benefit of marketing operations within firms and marketing is the last organizational function to achieve an adopted quantitative method to track and measure its effectiveness. As a result, demands for marketing to provide accountability for its inputs toward firm performance have increased over the past decade and there are an increasing amount of methods looking to measure its contributions.   Problem: Small businesses need to invest financial resources in marketing in order to increase their market share and sales. However, marketing’s value to the firm as an organizational function often goes undervalued. Additionally, small businesses commonly lack the marketing experience and knowledge required in order to make more profitable marketing investment decisions.   Purpose: The purpose of the thesis is to research how much marketing investment influences the profit/sales effectiveness of small business within the clothing sector in Sweden.   Method: The study was conducted using a quantitative research method, through the analysis of 23 small businesses in clothes retailing industry located in Sweden. The data was collected through the firms’ annual reports and telephone surveys with firm managers. This information was processed using a relevant marketing effectiveness model in combination with regression and correlation analyses. Empirical findings were analyzed using theories relevant to pursuing the purpose.   Conclusion: Based on the findings the study concludes that there is evidence for a positive relationship between a firm's marketing investments and sales, as well as between the effectiveness of its marketing activities and it’s incremental revenue. This provides evidence for marketing investments contributing to the economic effectiveness of the firm and that the firms marketing effectiveness contributes to overall financial growth

Measuring marketing effectiveness is critical for marketers as the pharmaceutical industry is under great pressure for cost control. Pharmaceutical marketers need to optimally allocate these resources and ensure that they achieve the highest possible return on investment for the firm. Pharmaceutical manufacturers utilize a variety of marketing vehicles to promote their products to physicians and consumers. At the physician level, effects of detailing are typically identified to be positive. Direct- to-consumer advertising does impact the choice probability, but the impact of promotions aimed directly at physicians is significantly higher. Measuring value of marketing activities is important for a company to achieve a profit margin and best allocate its resources. To define and deliver quantitative measurements that justify how investment in specific marketing programs are paying off, marketers need metrics to show that their programs work. Then, selected metrics should be meaningful and related to financial performance. There are a few metrics regularly used by marketers such as brand awareness, market share, consumer attitudes toward brand, purchase intention, return on investment, lifetime value of an activity, and brand equity. The paper uses a case study to review and evaluate the effectiveness of a marketing plan for a new launch product. Specifically, return on investment (ROI) for patient programs and lifetime value of activity (LVA) for physician education programs were calculated in the case study. A company is able to increase sales profit by reallocating resources to activities with higher ROI and LVA. To conclude, marketers need to identify meaningful metrics, set up a tracking process, and regularly follow up all relevant marketing activities. The process of measuring marketing effectiveness through the tracking process will help companies to understand how the marketing activities work and whether these programs deliver profitable value growth. The follow up action to fine-tune budget plans can then optimize return of marketing investment and maximize profitability.

The main purpose of this work is to find out what influences efficiency and reaching goals of content marketing by creating and promoting articles, e-mails, videos, podcasts and social network content. The author defines theoretic fundaments of content marketing, research parts of content strategy that influences content marketing, and tries to find out, how those forms of content use more efficiently. At the end of the work author offers proposals of possible key performance indicators for measuring content marketing results and efficiency. He uses methods of data analysis, experiments on users, and mathematical modeling.

The diploma thesis Online and Offline Effective Internal Communication Tools of the KKCG Investment Group provides a comprehensive view of internal communication, using Online and Offline tools. The thesis is divided into three parts. The theoretical part defines the concept of internal communication and its inclusion in the marketing and media environment, including related terminology. It also maps Online and Offline media including specific communication tools. Based on literature research is also defined the effectiveness of internal communication including innovative trends. The practical part is focused on the KKCG Group and on its own internal communication settings with real examples of used media. In the methodological part, the author describes and analyses the results of the qualitative (structured interviews with the experts of the internal communication of the companies in the KKCG Group) and the quantitative research (questionnaire survey applied on employees of the individual KKCG Group companies). In conclusion, the comparison occurs research results as well as the use frequency of Online and Offline tools. Furthermore, the level of an individual company's economic efficiency is defined and finally, the research provides answers to the main research questions, hypotheses and...

La gamificación es un proceso de uso del pensamiento y la mecánica del juego en contextos ajenos al juego para aumentar auto contribuciones de los usuarios. Es por ello que, está ganando atención por parte de profesionales e investigadores. En la actualidad, en el ámbito del marketing, la gamificación ha sido utilizada por muchas empresas para mejorar el rendimiento publicitario, atraer clientes, mejorar el valor percibido de la marca y para incrementar el conocimiento de la marca, la actitud y lealtad de marca de los consumidores. Sin embargo, existen pocos estudios que hablen y/o refuercen este fenómeno. En esta investigación se evalúa el impacto que tiene la gamificación con respecto al consumer brand engagement (CBE) en relación con el brand loyalty (BL), por lo que se aplicarán 400 encuestas, de acuerdo a los lineamientos de nuestro público objetivo, usando la escala de Likert y los resultados serán evaluados utilizando el tipo de análisis bivariado con un estadístico de correlaciones como también, análisis multivariado con un estadístico de ecuaciones estructurales (SEM). / Gamification is a process of using game thinking and mechanics in non-game contexts to increase self-contributions from users. That is the reason why it is gaining attention from professionals and researchers. Today, in the marketing area, gamification has been used by many companies to improve advertising performance, attract customers, improve perceived brand value, and increase brand awareness, attitude, and brand loyalty. the consumers. However, there are few studies that speak or reinforce this phenomenon. This research evaluates the impact of gamification with respect to consumer brand engagement (CBE) in relation to brand loyalty (BL), for which 400 surveys will be applied, according to the guidelines of our target audience, using the scale Likert and the results will be evaluated using the type of bivariate analysis with a correlation statistic as well as multivariate analysis with a structural equation statistic (SEM). / Trabajo de investigación

B.Tech. (Department of Tourism and Hospitality Management, Faculty of Human Sciences), Vaal University of Technology / The primary objective of this study was to investigate the relationship between marketing effectiveness and the marketing mix of guesthouses in the Vaal Region. This goal was achieved by firstly exploring the application of marketing and marketing effectiveness in the tourism industry through a literature study. Based on the literature study a questionnaire was developed and a survey conducted to analyse the marketing mix as well as marketing effectiveness of guesthouses and the relationship between these two as possible factors influencing both. Marketing is a very important management function in any business. It is a process focused on matching the right customer with a certain product or service in order to satisfy their wants and needs. Marketing can create a competitive advantage for organisations which influences the success and longterm profitability of the organisation. The marketing approach for small organisations differs from that of larger organisations due to limited resources, lack of specialist expertise and a limited impact in the marketplace. Smaller organisations such as guesthouses seem to handle marketing in a more informal and unstructured manner and thereby underestimating the value and role of marketing. Marketing is directly influenced by the application of the four Ps, namely product, price, place and promotion. The planning and application of the four Ps, however, contributes to successful marketing. The question is whether guesthouse owners realise this. Research was undertaken at the guesthouses in the Vaal Region to determine the relationship between the marketing mix and marketing effectiveness through the eyes of the consumer, since they need to react to the marketing material. A total of 500 questionnaires were distributed of which 451 were completed by the visitors. v Firstly, the data was used to compile tables and graphs to interpret the descriptive data: demographic profile of respondents, travel preferences of respondents, a descriptive view of the marketing mix elements and the effectiveness of marketing for guesthouses. Secondly, by means of a factor analyses, the marketing mix elements were grouped according to price, place, product, promotion (advertising) and promotion (contact), and the marketing effectiveness elements were grouped according to quantity control and quality control. Product was found to be the most important element of the marketing mix and quality control was found to be the most important element of marketing effectiveness. Thirdly, no significant differences were found on the marketing mix elements and the marketing effectiveness factors and gender and marital status. The spearman rank order correlations revealed that older people consider product as a marketing mix element to be less important. Frequent travellers consider promotion (advertising), promotion (contact) and quality control to be less important. Lastly, definite correlations were found between the marketing mix elements and the marketing effectiveness factors. This implies that even smaller guesthouses should implement the marketing mix elements which can assist in improving the marketing effectiveness of the guesthouse. Guesthouses will yield better results when implementing the marketing mix effectively. This study contributes to the information that already exists concerning the marketing mix and marketing effectiveness but more in terms of the relationship between the two.

The dissertation is focused on the current needs of the business effectiveness and efficiency in marketing activities. In an industrial environment is a prerequisite for the success of the strategic marketing objectives in relation to corporate strategy. In this work there is focus on individual performance systems and group of metrics that are currently applied in engineering in connection to the implemented marketing activities. The main aim of this dissertation is to propose a methodologyfor the selection of marketing metrics that are directly connected to the effectiveness of the company and its marketing activities in the field of engineering in the Czech Republic. To explore the knowledge area there was also used primary and secondary research. The primary research was conducted by structured interviews through case studies and knowledge-based questionnaire investigation, supported by evidence acquired Czech and foreign literary sources. The work includes detailed assessment of the empirical research, including the testing of hypotheses as basis on which is established the methodology for selecting marketing metrics in engineering in the Czech Republic. The benefits could be seen both in theoretical and practical as well as educational fields.

In recent decades, the use of incentive-based reward programs to foster customer loyalty and promote sales has become prevalent in various industries. While these strategies are widely accepted and implemented, there is a significant gap in empirical studies to ascertain their real-world effectiveness. This thesis embarks on a comprehensive examination into the effectiveness of an online business's reward program, utilizing data from the past five years and employing data mining techniques, including RFM (Recency, Frequency, Monetary) model and clustering algorithms; hypothesis tests are employed to further strengthen the drawn conclusions. Contrary to popular theories, the findings reveal that small incentives such as rewards did not induce significant changes in customer purchasing behavior, nor did they effectively boost sales among rewarded customers. A control group of non-rewarded top-class customers showed more robust purchasing patterns. These unexpected results challenge existing beliefs and call for a critical re-evaluation of current practices in sales promotion and customer loyalty. The research underscores the need for empirically grounded strategies, further exploration into alternative loyalty-building methods, and a recognition of the complex realities influencing customer engagement.