Noticing this fact, SP Jain Institute of Management & Research (SPJIMR), Mumbai organized the Marketing Effectiveness Conclave on February 9. Mr. S. Sivakumar, Chief Executive of ITC agro-business was the keynote speaker on the occasion. The event also hosted the SP Jain Marketing Impact Awards, a competition in which companies presented their marketing initiatives which were judged for the return on marketing investment.
The finalists of the SP Jain Marketing Impact Awards this year were Ginger Hotels, Motorola, Marico and the first international entry of Pentland. Marico was declared the winner for its advanced IT based Sales Information System with Motorola as the runner up for the impact of their marketing initiatives.According to SPJIMR, 18 companies had applied this year and four companies had been shortlisted out of theseto present their cases on SMIA 2008.
The conclave showcased real life instances where marketing initiatives have helped enhance marketing effectiveness. The brain behind the award winning e-Choupal model talked about the evolution of marketing thinking with special regards to the social marketing network in rural India and how firms can make a fortune at the bottom of the pyramid.
The event included a panel discussion of industry experts, discussing how to make marketing accountable to the business. The discussion ranged from the limitations of quantitative metrics in marketing to Brand Equity and how to effectively leverage its benefits for business.
Dr Atish Chattopadhay, Professor at SPJIMR commented A data driven basis for making broad, strategic marketing trade-offs are yet to be established. This event aims to create awareness about the fact that the trade-offs were made on the basis of projected financial impact and long-term sustainability of the organizations.
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Noticing this fact, SP Jain Institute of Management & Research (SPJIMR), Mumbai organized the Marketing Effectiveness Conclave on February 9. Mr. S. Sivakumar, Chief Executive of ITC agro-business was the keynote speaker on the occasion. The event also hosted the SP Jain Marketing Impact Awards, a competition in which companies presented their marketing initiatives which were judged for the return on marketing investment.
The finalists of the SP Jain Marketing Impact Awards this year were Ginger Hotels, Motorola, Marico and the first international entry of Pentland. Marico was declared the winner for its advanced IT based Sales Information System with Motorola as the runner up for the impact of their marketing initiatives.According to SPJIMR, 18 companies had applied this year and four companies had been shortlisted out of theseto present their cases on SMIA 2008.
The conclave showcased real life instances where marketing initiatives have helped enhance marketing effectiveness. The brain behind the award winning e-Choupal model talked about the evolution of marketing thinking with special regards to the social marketing network in rural India and how firms can make a fortune at the bottom of the pyramid.
The event included a panel discussion of industry experts, discussing how to make marketing accountable to the business. The discussion ranged from the limitations of quantitative metrics in marketing to Brand Equity and how to effectively leverage its benefits for business.
Dr Atish Chattopadhay, Professor at SPJIMR commented A data driven basis for making broad, strategic marketing trade-offs are yet to be established. This event aims to create awareness about the fact that the trade-offs were made on the basis of projected financial impact and long-term sustainability of the organizations.
| Check Top MBA Colleges in India by Cities | | |
| Also Read Important Articles on MBA Admission | ||
| Top MBA Colleges in India | MBA Admission | MBA Entrance Exam |
| MBA Placements | MBA Ranking In India | GD Topics |
Companies are spending crores on marketing without any exact way to determine how much the resulting brand equity or consumer awareness contributes to their bottom line.