Success of apparently intuitive marketers such as Richard Branson :

a) To be successful one should enjoy doing or have fun doing what project one is doing.
b)Visit employees and customers.
c) Do something which is different and of value.
d) Being perseverance.
e) Taking calculated risk.
f)Saying yes for a job and then learning.

Difference between marketing efficiency and marketing effectiveness:

Marketing efficiency is a measure of market performance. The movement of goods from

manufacturer to the ultimate customer at the lowest possible cost while maintaining service
levels desired by customers is marketing efficiency. Marketing efficiency is about delivering at
lowest possible cost. Example : At what cost are the required number of units being sold.

Marketing effectiveness is a measure of contributions that marketing strategies have made to the
business. Marketing effectiveness is producing required results. Example : Are the required
number of units being sold ?

To what extent is it desirable, or feasible, to use brand equity as a measure of marketing

effectiveness :

Brand Equity is an asset. It is most desirable to have brand equity. Brand equity helps is charging
premium or generating more sales. Once brand equity is developed less marketing effort is
required to achieve the desired results. Hence brand equity helps in achieving marketing
effectiveness.