دانلود کتاب اثربخشی بازاریابی و مسئولیت پذیری در شرکت های کوچک و متوسط

This book was driven by my innate passion for wanting to be my best self. I just completed my fifteenth year at the University of the West Indies teaching courses across the spectrum of bachelor’s, master’s, and doctorate degrees in marketing and research methods and wanted to express all that was left inside of me in another book. You see, my first book was on compulsive buying which I dedicated to the consumer. On balance, therefore, I decided to write this book on marketing with the dedication to the firm.

Having a love affair with both marketing and methodology, I gave in to my impulse for marrying the two. Here comes marketing and methodology. In my research in marketing, I studied Phil Kotler who did a Harvard Business Review piece on marketing effectiveness. Kotler believed marketing effectiveness was the answer to the problem of the firm, yet, according to him in a follow-up study, so few firms are effective at marketing.

I then learnt about the stream of work done by Dave Stewart and his colleagues in marketing accountability where it was argued that many marketers were unaccountable for their marketing activities and their firms were ineffective in marketing as they were not able to link the marketing activities to the financial outcomes. That said, this was not surprising to me as many marketing practitioners I know would tell of the large sales volume that they moved in a given period but were not able to make the connection between the marketing spend on the activities and the Return On Marketing Investment (ROMI).

I have recognized, from my interaction with marketing practitioners, that very few have formal training in marketing, yet many claim to be experts in the principles and practices. And, while I will not take on this controversy, I’d say the discipline of marketing needs to be looked into on this very important issue.

I then found a bit of balance in the work of Rossiter who said that the knowledge in marketing is still fledgling and borrowed from economics, psychology and other disciplines and needed the meeting of the minds of the academics and practitioners if marketing is to deliver as it should for the firm.

TheSME side of theworkcametomelater as in allmyreviewsof the literature on everything related to this stream, little or nothing was mentioned about the SME business form. While marketing in large firms is not expected to be fundamentally different from small firms, I’d say somebody needs to do the research and say something about marketing effectiveness and accountability in SMEs. This group is expected to deliver on economic growth and job creation. Yet so little is known about marketing among SMEs—a key ingredient for driving firm performance and concomitant performance of the economy.

I decided to be the SMEs’ advocate by bringing this work to main-stream with the hope that the SME owner/managers and researchers will find a path to effective marketing through this book. Through the models developed for driving marketing efficiency and SME performance and the metrics designed to account for marketing performance, it is my hope that this modest contribution will shed light on this very important area of marketing performance management.