International Conference on Eurasian Economies
10-12 July 2017 – Istanbul, TURKEY
Paper detail
Paper ID : 1837
Status : Paper published
Language : Turkish
Topic : Finance and Financial Crises
Presenter: Burak Sarıçiçek
Session : 3D Mikroekonomi I
Marketing Management Effectiveness and Measurement of Implementation
Pazarlama Yönetimi Etkinliği ve Uygulamada Ölçülmesi
- Burak Sarıçiçek (Istanbul Beykent University, Türkiye)
- Prof. Dr. Erdoğan Taşkın (Istanbul Beykent University, Türkiye)
Abstract
Marketing audit is a tool inciting the development and the evaluation of marketing efforts of an enterprise. In addition to this, marketing audit is also an effort to evaluate the potential, the resources and the goals of an enterprise against the effectiveness and efficiency of its marketing principles and strategies. In this research, the effectiveness levels of different enterprises will be investigated and measured with the help of the scoring system used in determining the effectiveness of the marketing management, the strategic orientation, the marketing management structure, the market and the marketing knowledge, the customer value creation capacity and the efficiency in implementation of marketing policies of an enterprise, using Philip Kotler's Strategic Auditing Approach. The effectiveness of marketing management will be analyzed and commented from the point of view of practicing marketing managers in the area.
JEL codes: M42
Sarıçiçek, Burak, Taşkın, Erdoğan (2017). "Marketing Management Effectiveness and Measurement of Implementation" in Proceedings of International Conference of Eurasian Economies 2017, pp.527-535, Istanbul, TURKEY.
DOI: https://doi.org/10.36880/C08.01837
