Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-June10-Article1-Measuring Marketing Performance, Practices and Management Control Challenges
- Price : 80.00
- Published on June 1, 2010
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Marketers are happy speaking their own language, replete with jargon like awareness,share of requirements and customer satisfaction. Such terminology works fine in the marketing department and with the advertising professionals, who execute marketing plans. However, there's a translation problem between that language and the language of profitability and stock price, which is the mother tongue of corporate chief executives (CEOs) and Chief Financial officers (CFO’s). CEOs want to know what a 5% increase in customer satisfaction will do for the bottom-line, But in general, the marketing discipline has always been more art than science. Corporates spend untold billions of cash on marketing without any exacting way of determining how much the resulting brand equity or consumer awareness contributes to the bottom line. However, the question is not whether such expenses in marketing contribute to the bottom line but how much.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.