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Effectiveness of Marketing Decision Variables : A Case Study

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conference contribution
posted on 06.12.2017, 00:00 by M Baidya
We carried out this work with the aim of studying the impact of marketing variables on sales and overall customer satisfaction level by taking into consideration both financial and non-financial aspects of the measurement. The return-on-investment (ROI) was calculated for each marketing variable on the basis of sales and adjusted for respective customer satisfaction index (CSI). The results obtained were compared to get an idea of the effectiveness of marketing variables on Sales, CSI, and return-on-investment (ROI). The findings suggest that the marketing variables (advertising, sales force, promotion, distribution and price) have significant positive impact on sales except price as well as on customer satisfaction. Finally, coming to adjusted return-on-investment (ROI), it was found maximum for distribution for the brand.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Editor

Kennedy J; Di Milia V

Parent Title

Proceedings of the 20th ANZAM Conference [electronic resource] : Management : pragmatism, philosophy, priorities

Start Page

1

End Page

14

Number of Pages

14

Start Date

01/01/2006

ISBN-10

1921047348

Location

Yeppoon, Qld.

Publisher

Australian and New Zealand Academy of Management

Place of Publication

Lindfield, NSW

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Indian Institute of Technology (Kharagpur, India); International conference;

Era Eligible

No

Name of Conference

Australian and New Zealand Academy of Management. International conference

Exports