마케팅효율성과 효과성의 체계적 결합에 관한 연구 = A New Approach for a Systemmatic Combination of Marketing Efficiency and Effectiveness

다국어 초록 (Multilingual Abstract)

In spite of the importance of marketing function, marketing activities contribute to the company's development and growth have not been confirmed. The reason is that manager cannot evaluate the performance achieved by marketing activities correctly. Therefore, this attempts to tackle new perspective of marketing performance assessment different from the existing views.
The purpose of this study is to offer a new approach for assessing marketing performance by establishing an integrative model which considers marketing efficiency and marketing effectiveness.
A theoretical review concerning studies on marketing performance and marketing productivity was made to develop the model of marketing performance assessment. The key problems founded in the theoretical study can be summarized as follows.
① The focus is on financial measure of marketing efficiency. ② The marketing effectiveness is assumed to be correct in strategy formulation and strategic planning process, and it gives a good performance to the firms. But owing to many difficulties in implementation process, such assumption is not always valid. ③ Besides, most of the studies in this area blindly focuses on the degree of goal-attainment, and ignores the quality and situation of performance achieved by executing the marketing program. ④ The previous works on marketing performance do not include management skill and managerial judgement.
In order to solve these problems founded in the existing literature and to develop a integrative model of marketing performance assessment, some key variables were introduced into this study. They are marketing efficiency and marketing effectiveness concepts.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 기존문헌 연구
• 1. 평가시스템 도입
• 2. 효율성과 효과성 측정위한 접근방법
• 3. 마케팅효율성 연구
• 4. 마케팅효과성 연구
• Ⅲ. 기존연구의 문제점과 체계적 결합의 필요성
• 1. 기존연구의 문제점
• 2. 체계적 결합의 필요성
• Ⅳ. 결론
• 참고문헌
• ABSTRACT