In today's competitive business environment, effective marketing strategies play a pivotal role in promoting products or services to target audiences.
The advent of digital platforms has further intensified competition among businesses, making it imperative for companies to employ innovative and impactful marketing techniques.
[citation needed] The concept of marketing effectiveness first came to prominence in the 1990s with the publication of Robert Shaw's Improving Marketing Effectiveness [1] which won the 1998 Business Management Book of the Year Award.
Reasons for the waste include failure to understand underlying customer motivations for buying, ineffective messages, and inefficient media mix investment (pg 19–20).
What Sticks was named the #1 Book in Marketing by Ad Age[3] and is required reading at leading universities including the Wharton School of the University of Pennsylvania[4] and Harvard,[5] suggesting that the Marketing Effectiveness continues to be an important business topic.