METHODOLOGY FOR EVALUATION OF SUCCESS OF PRODUCT MARKETING

Abstract

Calculation and measurement of the impact of achieved business results with the contribution of marketing and product branding is a continuous process in every business environment. This type of evaluation is necessary so that management can determine the validity of various marketing concepts focusing on planning adequate marketing strategy in the future. Techniques of fuzzy natural logic and approximate reasoning are used to show methodology for evaluation of product marketing success. Evaluation is based on the analysis of relationship between several business parameters and performance indicators, including product quality, marketing attractiveness, overall sales, etc., by applying a special reasoning method (called perception-based logical deduction), which effectively utilize expert knowledge to evaluate relation between product and marketing and make a decision.