Moutinho, L. and Phillips, P.A. (1998) The marketing planning index: a tool for measuring strategic marketing effectiveness. Journal of Travel and Tourism Marketing, 7(3), pp. 41-60. (doi: 10.1300/J073v07n03_03)
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Abstract
Managers practice in a consistently changing environment necessitating the need for an effective strategic marketing process. Nevertheless, measurement of marketing effectiveness has tended to be ignored in the literature. This study proposes a new managerial tool called the marketing planning index, which measures the effectiveness of marketing. The tool is tested on the service industry-in this case the hotel sector. Our findings indicate that the marketing planning index is a simple but powerful managerial tool that helps develop the diagnostic information needed to generate corporate and business level initiatives designed to improve strategic marketing 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 Travel and Tourism Marketing |
| Publisher: | Routledge |
| ISSN: | 1054-8408 |
| ISSN (Online): | 1540-7306 |
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