Measuring Marketing and Brand Communications Performance: A Developing European Country Perspective
Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum.
This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building.
In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company.
Elenica Pjero is an Associated Professor of Marketing at the Department of Business of the University ‘Ismail Qemali’, Albania. She holds a PhD in Integrated Marketing Communication, and her work focuses on issues connected to marketing and consumer behaviour management, the relation between promotion and tourist behaviour, and the impact of advertising strategies on communication plans. She is a Member of the Chartered Institute of Marketing, part of Academy of Marketing, and General Director for Albania at the EuroMed Academy of Business.
Demetris Vrontis is a Professor and Executive Dean at the University of Nicosia, Cyprus. He is the Founding Editor and Editor-in-Chief of the EuroMed Journal of Business and the Associate Editor-in-Chief of the International Marketing Review. He is also the Founder and President of the EuroMed Research Business Institute. He has published over 200 journal articles and 40 books in the areas of business management, marketing, human resource management, innovation and entrepreneurship. He is a Fellow and certified Chartered Marketer of the Chartered Institute of Marketing and a Chartered Business and Chartered Marketing Consultant.
Alkis Thrassou is a Marketing Professor at the University of Nicosia, Cyprus. He holds a PhD in Strategic Marketing Management from the University of Leeds, UK, and is also a Chartered Marketer, a Chartered Construction Manager, a Chartered Management Consultancy Surveyor, and a Senior Research Fellow of the EuroMed Academy of Business. He has extensive academic and industry experience, and has published over 160 works in various journals and books. He retains strong industry ties, also acting as a consultant.
“Despite my initial skepticism about ‘another’ book on Marketing and Brand Communications, I was positively surprised to read one that refrains from generalisations and commonalities, to focus on essential and technocratic aspects of the topic. Specifically, the book deals with communications’ performance measurement and does so in a manner that balances well the scientific element with the practicable implementation of the theory. […] I have no hesitation in recommending this book to scholars, students and executives, who can refer to it towards both understanding and applying the philosophy and practice of Marketing and Brand Communications Investment, Performance and Measurement.
Dr Evangelos Tsoukatos
Associate Professor, University of Applied Sciences, Crete, Greece
“I recommend this book as essential reading for university professors, post-graduate students and learned professionals in the fields of marketing and management. It is a well-rounded presentation of Integrated Marketing Communications’ (IMCs) role and effects in modern businesses, and provides valuable knowledge on their implementation and measurement. The language and pose is essential, understandable and to the point; and the book can be a useful tool in understanding and applying IMCs across markets, industries and organisational typologies. It further constitutes a solid scientific foundation for further research to utilise or build upon, and it is of special interest to businesses operating in emerging European (and not only) markets.”
Stefano Bresciani, PhD
Full Professor of Innovation Management, University of Turin, Italy
“Integrated Marketing Communications (IMC) is gaining increased interest from both academics and practitioners. The book presents a comprehensive analysis of the role and importance of IMC in today's rapidly changing business and communication environments. In particular, it examines the impact of strategic planning, branding, technology, and effective measurement on IMC. The authors apply scientific research and analytical methods to new primary data to provide valuable insights and knowledge into the factors that impact on the success of an IMC strategy. I have no doubt that you will find it interesting and you will enjoy reading it as much as I have whether you are an academic or a practitioner.”
Professor Ioanna Papasolomou
University of Nicosia, Cyprus
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