Moutinho, L. and Phillips, P.A. (1998) The Marketing Planning Index: Its Use and Application in the Hospitality Sector. Journal of Hospitality and Leisure Marketing, 5(2-3), pp. 5-26. (doi: 10.1300/J150v05n02_02)
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Abstract
With increasing emphasis by many organisations on improving marketing performance, the measurement of marketing effectiveness is an important subject area for academics and practitioners. This study extends the application of the marketing effectiveness tool-marketing planning index (MPI) by focusing on the corporate level. The MPI is tested on 95 hotel units representing 10 UK hotel groups. The findings indicate that the MPI is a simple but powerful managerial tool that helps develop the diagnostic information needed to generate corporate level initiatives designed to improve marketing planning effectiveness.
| Item Type: | Articles |
|---|---|
| Status: | Published |
| Refereed: | Yes |
| Glasgow Author(s) Enlighten ID: | Moutinho, Professor Luiz |
| Authors: | Moutinho, L., and Phillips, P.A. |
| College/School: | College of Social Sciences > Adam Smith Business School > Management |
| Journal Name: | Journal of Hospitality and Leisure Marketing |
| Publisher: | Routledge |
| ISSN: | 1936-8623 |
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