the aim of this study was to analyze the impact of organizational learning and marketing metrics on the marketing performance in the elon plast company of kermanshah province. it is a functional purpose study with descriptive – survey method. the statistical population includes 100 employees of elon plast company in kermanshah province. a sample of 80 people was chosen using cochran formula. da...

Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. With recent advances in information and communications technology, especially in social collaboration technologies, both academics and practitioners rethink whether the existing marketing communications performance metrics are still valid in the changing com...

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Marketing managers often use consumer attitude metrics such as awareness, consideration and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, their translation into sales performance is insufficiently established to allow financially focused executives to value marketing’s contribution and make sound resour...

Marketing is under increased pressure to demonstrate its economic value to the firm. The challenge is exacerbated by the fact that marketing uses attitudinal (e.g. brand awareness), behavioral (e.g. brand loyalty) and financial (e.g. sales revenue) performance metrics, which, unfortunately, do not correlate highly with each other. Thus marketing initiatives could be viewed as successful by one ...

Social Network Services (SNS) nowadays require marketing research study using Big Data tools. In this paper we present Sodatech platform: a monitoring and analysis tool of big data to help researchers and SNS community managers to measure effectiveness of social media marketing activities. Sodatech platform provides three functions: collect massive data from social network; analyze marketing me...

1 . INTRODUCTION Companies invest millions of dollars every year in various fonns of marketing communications to influence customers and prospects to buy products and services. For example. General Motors spent over $2.8 billion last year to promote its lines of automobiles. Brand managers, senior management, and shareholders therefore have an interest in knowing whether or not their media adve...