Linkage Projects - Grant ID: LP0668326

Funding Activity

Website
http://dataportal.arc.gov.au/NCGP/Web/Grant/Grant/LP0668326

Funding Status
Closed

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Funded Activity Summary

Measuring Marketing Effectiveness: State of the Art, Current Practice and Areas of Leverage. Marketing performs a useful role in society by identifying customer needs, focusing the resources of the firm towards meeting those needs, and communicating to customers how best to access the products available to fulfill their needs. Without good metrics marketing is fragmented and ineffective. By improving the measurement of marketing effort there will be less waste, resulting in higher profits and greater focus and improved customer satisfaction within Australian markets. In global markets, Australian firms will have access to the tools necessary to assist them to better meet the needs of overseas' customers, resulting in improved export performance.

Funded Activity Details

Start Date: 01-01-2006

End Date: 01-12-2011

Funding Scheme: Linkage Projects

Funding Amount: $265,000.00

Funder: Australian Research Council

Research Topics

ANZSRC Field of Research (FoR)

Marketing And Market Research | Marketing

ANZSRC Socio-Economic Objective (SEO)

Marketing |

Other Keywords

Marketing | Marketing And Market Research

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