A Performance Index for Evaluating Marketing Programmes Available to Purchase

Suggests a performance index, overcoming changing economic conditions and the effect of the product life cycle, thus serving as an extra aid to management, as existing measures do not adequately reflect actual performance. Focuses on the performance of the marketing programme and not specific marketing activities such as advertising, sales promotions etc. Sums up that it is shown that this index incorporates aspects not taken into account in previous methods.