MARKETING EFFECTIVENESS EVALUATION POSSIBILITIES AND CHALLENGES FOR BUSINESS: A BIBLIOMETRIC ANALYSIS

Abstract

The importance of marketing effectiveness evaluation and its impact on businesses is the core discussion in this article. After reviewing scientific articles on marketing effectiveness topics, the lack of a unified approach for mar-keting effectiveness evaluation was determined. In order to measure marketing effectiveness, it is important to set the specific goals and objectives for particular marketing activity, as well as select for evaluation the appropriate measure-ment methods and metrics. The selected evaluation system has to contribute to the company’s marketing strategy and the achievement of the overall business goals. It leads businesses to effective marketing strategies and gain better re-sults on marketing investments. Bibliometric analysis of scientific literature provides the overview significant scientific sources, such as the latest relevant articles, leading authors, contributing countries and journals with publications on marketing effectiveness evaluation field, as well most significant keywords for future analysis.