| ชื่อเรื่อง | : | Effectiveness of Marketing Decision Variables A Case Study |
| นักวิจัย | : | Baidya, Mehir Kumar. |
| คำค้น | : | Consumer satisfaction. , Sales. , Marketing. , Rate of return. , Marketing expenditures -- Investment -- Marketing mix, Effectiveness-- Return-on- investment -- Customer Satisfaction Index |
| หน่วยงาน | : | Central Queensland University, Australia |
| ผู้ร่วมงาน | : | - |
| ปีพิมพ์ | : | 2549 |
| อ้างอิง | : | http://hdl.cqu.edu.au/10018/8629 , cqu:680 , http://acquire.cqu.edu.au:8080/vital/access/manager/Repository/cqu:680 |
| ที่มา | : | Baidya, M. K. 2006, ' Effectiveness of Marketing Decision Variables: A Case Study', Proceedings of the 20th ANZAM (Australian New Zealand Academy of Management) Conference on "Management: Pragmatism, Philosophy, Priorities", 6-9 December 2006, Central Queensland University, Rockhampton. http://acquire.cqu.edu.au:8080/vital/access/manager/Repository/cqu:680 |
| ความเชี่ยวชาญ | : | - |
| ความสัมพันธ์ | : | aCQUIRe [electronic resource] : Central Queensland University Institutional Repository. , Proceedings of the 20th ANZAM Conference [electronic resource] : Management : pragmatism, philosophy, priorities / edited by Jessica Kennedy and Lee Di Milia. Rockhampton. : Central Queensland University, 2006. Refereed 1921047348 |
| ขอบเขตของเนื้อหา | : | - |
| บทคัดย่อ/คำอธิบาย | : | 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. |
| บรรณานุกรม | : |
Baidya, Mehir Kumar. . (2549). Effectiveness of Marketing Decision Variables A Case Study.
กรุงเทพมหานคร : Central Queensland University, Australia. Baidya, Mehir Kumar. . 2549. "Effectiveness of Marketing Decision Variables A Case Study".
กรุงเทพมหานคร : Central Queensland University, Australia. Baidya, Mehir Kumar. . "Effectiveness of Marketing Decision Variables A Case Study."
กรุงเทพมหานคร : Central Queensland University, Australia, 2549. Print. Baidya, Mehir Kumar. . Effectiveness of Marketing Decision Variables A Case Study. กรุงเทพมหานคร : Central Queensland University, Australia; 2549.
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