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Measuring Marketing and Brand Communications Performance

A Developing European Country Perspective

Author(s): Elenica Pjero, Demetris Vrontis, Alkis Thrassou

Book Description

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.


ISBN-13: 978-1-5275-4678-3
ISBN-10: 1-5275-4678-0
Date of Publication: 01/05/2020
Pages / Size: 169 / A5
Price: £58.99


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.