الأداء التسويقي ومؤشرات قياسه في المنظمة

الملخص EN

Marketing performance reflects the degree of success or failure of the organization, through its ability to achieve its goals of survival and adapt to environmental variables, especially since the environment of contemporary organizations has become a rapidly changing environment in its requirements and resources, the volume of demand and diversity in its products, and the competition it faces in the market, and this matter is imposed on it an orientation represented in developing its technologies and capabilities to obtain customer satisfaction and loyalty, and to obtain the largest possible market share, and this can only be done by constantly measuring the marketing performance of the organization.

we seek through this study to highlight that the problem of measuring marketing performance lies in defining indicators and procedures, as well as setting internal and external standards for the market and periodically reviewing them to ensure that they are going in a proper manner, as the task of measuring is not an easy thing according to many and varied variables that are subject to change and switch and in different circumstances.

they are diverse in nature and forms, so having a comprehensive system of metrics that mixes financial and non-financial indicators to measure marketing performance is essential to the success of today's organizations.