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How effective is your marketing? Here's how to make sure you're evaluating marketing effectiveness intelligently.(Marketing)
University Business
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January 1, 2004|
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COPYRIGHT 2004 Professional Media Group LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group.
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How do we know it's working?" That's a critically important marketing question that astute marketers know they must eventually answer. Fortunately, evaluating effectiveness is not difficult, especially when measurement is considered as the strategy is developed.
Before we can begin any discussion of evaluating effectiveness, however, we need to quickly review the integrated marketing model we discussed in previous columns. Remember, integrated marketing has three components:
* Brand marketing
* Direct marketing
* Customer relationship ...
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