A performance index for evaluating marketing programmes

Benzion Barley; Shlomo Lampert

doi:10.1108/EUM0000000005002

A performance index for evaluating marketing programmes

Benzion Barley, Shlomo Lampert

School of Business Administration

Research output: Contribution to journal › Article › peer-review

Abstract

Existing measures for evaluating the performance of marketing programmes do not adequately reflect actual performance. They do not take into consideration changing economic conditions and the effect of the product life cycle. This paper suggests a performance index which overcomes the above shortcomings, and thus can serve as an additional aid to management.

Original language	English
Pages (from-to)	21-30
Number of pages	10
Journal	European Journal of Marketing
Volume	11
Issue number	1
DOIs	https://doi.org/10.1108/EUM0000000005002
State	Published - 1 Jan 1977

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A performance index for evaluating marketing programmes

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