Basic Approaches in Interpreting Marketing Effectiveness

Effectiveness is one of the most important categories for marketing. Currently, following numerous interpretations, it is quite ambiguous as an assessment criterion. Subject literature, gives two approaches to the interpretation of marketing effect. They can be described as the behavioral and the result-based approach. They present a different attitude to marketing evaluation. Behavioral marketing effectiveness is seen as a system of standards based on the philosophy of marketing orientation. Grasping the essence of the result-based approach is more difficult, because theoretically there are many possible measures to marketing assessment. This paper is based on a literature review. It includes a review of the theoretical and empirical research achievements regarding the interpretation of the category of marketing effectiveness. This paper aims to systematise the achievements in interpreting marketing effectiveness, and to evaluate the directions of changes for these interpretations.