marketing-effectiveness rating review

Marketing effectiveness rating review is a tool for strategic control within the broader marketing process. It allows managers to critically assess a company's marketing program from a long-term perspective. This involves a thorough, objective analysis of the organization's capabilities to leverage its strengths and capitalize on market opportunities.1

To gauge its own marketing effectiveness, a company examines its customer philosophy, the quality of its marketing information, and the efficiency of its marketing operations. It also evaluates the robustness of its marketing strategy and how well its tactics are integrated. This process is crucial because markets are constantly changing, and strategies effective today may not be in the future.1234