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Title: Measuring Marketing Productivity in Indian Organizations A Study of NCR Region
Researcher: Sujata Khandai
Guide(s): Sanjiv Mittal
University: Guru Gobind Singh Indraprastha University
Completed Date: 2012
Abstract: Productivity is an economic measure of the increased value derived from the more efficient newlineuse of resources. Improved productivity can substantially improve the return on investment newlinefor organizations. Measuring performance is not the same as measuring productivity. newlineProductivity is the true measure of the cost of effective performance. Productivity leads to newlineefficiency, which leads to increased profitability. newlineMarketing has unquestionably become more complex. A whole set of forces have appeared newlinein recent years that call for new marketing and business practices. Marketers in the 21st newlinecentury must do many things and do them right. Companies need fresh thinking about how newlineto operate and compete given the harsh realities of the modern economy. Marketers are newlinenow recognizing the need to have a more complete, cohesive approach that goes beyond newlinetraditional applications. There is increased competition in the marketplace and enhanced newlineconsumer awareness. As a result, marketers are becoming increasingly aware about newlinemeasuring marketing productivity to enhance the credibility of marketing which is on the newlinewane. newlineThis study attempts to measure the marketing productivity of organizations in the consumer newlinegoods industry. To measure marketing productivity, there is need to measure marketing newlineeffectiveness, marketing efficiency and marketing performance of the organizations. newline newlineThe study concludes that marketing productivity is a function of marketing effectiveness and newlinemarketing efficiency. Marketing performance also influences marketing productivity, but the newlineformer is influenced greatly by external uncontrollable factors to suitably impact marketing productivity.
Appears in Departments:University School of Management Studies

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02_certi_ackn.pdf328.31 kBAdobe PDFView/Open
03_toc_abstract.pdf460.42 kBAdobe PDFView/Open
04_chap1.pdf715.05 kBAdobe PDFView/Open
05_chap2.pdf1.12 MBAdobe PDFView/Open
06_chap3.pdf822.03 kBAdobe PDFView/Open
07_chap4.pdf1.69 MBAdobe PDFView/Open
08_chap5.pdf521.33 kBAdobe PDFView/Open
09_appendix1-6.pdf3.92 MBAdobe PDFView/Open
10_references.pdf518.91 kBAdobe PDFView/Open

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