Business, Management and Accounting
8 years ago

New tool MEI revolutionizes strategic marketing planning for companies.

Developments in marketing science: proceedings of the Academy of Marketing Science
Marketing Effectiveness Index (MEI) -Tool for Strategic Marketing Planning
Arthur Meidan, Luiz Moutinho, Robert Chan

Paper Summary

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The article introduces a new tool called Marketing Effectiveness Index (MEI) to help companies measure how well their marketing strategies are working. This tool can identify the strengths and weaknesses of a company's marketing efforts and compare them to competitors in the same industry. MEI aims to improve strategic marketing planning by providing a clear way to assess marketing effectiveness.