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- Title
Marketing Performance Measures: Current Status in Indian Companies.
- Authors
Aggarwal, Navdeep; Gupta, Mohit
- Abstract
Marketing activities have largely escaped systematic measurement and when applied, companies have traditionally focused on financial indicators such as profits, sales etc. with little attention towards non-financial measures like customer satisfaction. While the trends are changing in developed markets and more and more nonfinancial measures are reported to be used, no such evidence exists about India. With measures based on financial performance, competitive market performance, end-consumers, trade consumers, and innovation, we carry out a survey of all companies in India in the product category of scooters, motorcycles, cars, refrigerators, television sets, and washing machines. Results indicate that financial performance is given the largest importance, followed by competitive market performance. Innovation, however, seems to be ignored. In addition, the companies are very clear about what they expect from the marketing people in terms of financial performance. However, for nonfinancial areas of marketing performance, priorities are not clear.
- Subjects
INDIA; CORPORATION reports; CUSTOMER satisfaction; CORPORATE profits; CUSTOMER services; INVESTMENT analysis
- Publication
Decision (0304-0941), 2006, Vol 33, Issue 1, p47
- ISSN
0304-0941
- Publication type
Article