Measuring sales and marketing effectiveness
Date
1996
Authors
Hagedorn, Rodney Alan
Major Professor
Advisor
Ramaswami, Sridhar N.
Committee Member
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Abstract
The goal of this thesis is to evaluate the effectiveness of direct marketing and advertising strategies in the banking and financial services industry. Completed as a partial requirement for a master's level graduate program with an emphasis in marketing, the thesis includes: 1) a discussion of the need for marketing effectiveness in a globally competitive environment, 2) a summary of the various methodologies proven to be useful in measuring marketing effectiveness, and 3) results from a primary research study of banking firms using a questionnaire to gather sample statistical data. Data from the questionnaire were subjected to multivariate statistical analyses to determine relationships between various direct marketing strategies and measures of marketing performance. This research emphasizes the importance of the marketing function's ability to maximize marketing effectiveness in a competitive environment.
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thesis