Master Thesis Online
Impact and return of Marketing Activities on Commercial Performance
Moulin, Thomas 
Promotor(s) :
Sougné, Danielle
Date of defense : 19-Jun-2020/23-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/8993
Details
| Title : | Impact and return of Marketing Activities on Commercial Performance |
| Translated title : | [fr] Impact et rendement des activités marketing sur le performance commerciale |
| Author : | Moulin, Thomas
|
| Date of defense : | 19-Jun-2020/23-Jun-2020 |
| Advisor(s) : | Sougné, Danielle
|
| Committee's member(s) : | Riffon, Véronique
Esch, Louis
Thomé, Laurent |
| Language : | English |
| Number of pages : | 91 |
| Keywords : | [en] return on marketing investment [en] marketing productivity [en] performance measurement [en] model creation [en] financial metrics [en] non-financial metrics |
| Discipline(s) : | Business & economic sciences > Finance |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sciences de gestion, à finalité spécialisée en Financial Analysis and Audit |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] Nowadays, measuring the performance of marketing expenses is not an option if corporations want to reach their market and financial goals (da Gama, 2011). However, the current literature does not provide a standardized tool recognized by the peers as the state of the art for measuring marketing effectiveness. In collaboration with Puratos, a marketing performance assessment tool has been developed. The model defined as standardised, replicable and user-friendly, helps to measure the performance and impact of the marketing activities thanks to ten KPIs.
File(s)
Document(s)
s156046 Moulin 2020.pdf
Description:
Size: 2.45 MB
Format: Adobe PDF
Annexe(s)
Final Model - Performance measurement tool.xlsm
Description:
Size: 1.23 MB
Format: Unknown
0. Presentation - Excel template.pdf
Description:
Size: 536.55 kB
Format: Adobe PDF
1. Extraction of the Data.pdf
Description:
Size: 597.15 kB
Format: Adobe PDF
2. From Qlikview to Excel.pdf
Description:
Size: 278.26 kB
Format: Adobe PDF
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The University of Liège does not guarantee the scientific quality of these students' works or the accuracy of all the information they contain.