Marketing effectiveness is a fundamental performance dimension of the marketing
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attainment. Recent literature, however, has portrayed a broader
conceptualization of effectiveness that disputes this strict goal attainment
model. The present article builds on this recent work by contending that
marketing effectiveness should be viewed as a process and an outcome to mitigate
the challenges that arise when a marketing organization solely ascribes to a
goal perspective. We proffer a marketing effectiveness framework to outline
implications and spur future research on marketing performance control.
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