Please use this identifier to cite or link to this item:
Full metadata record
DC FieldValueLanguage
dc.contributor.authorLam, Ruoh Wei
dc.contributor.authorSeck, Wai San
dc.contributor.authorWee, Ai Leen
dc.description.abstractThe purpose of this research is to let the reader gain a better understanding of performance measures of marketing efforts in the manufacturing and service industries, specifically the retailing and banking industries. Though marketing has evolved to become an increasingly important factor to survival in the highly competitive business environment, there is little literature written on the ways to enhance its effectiveness. As a result, this study chose to probe deeper into the performance measures of the marketing efforts that the 3 industries engaged in. Due to the lack of up-to-date information on performance measures, the group did a survey to investigate this particular aspect of marketing. Out of 150 questionnaires that were sent out to 50 companies in each respective industry, the group received 21 responses which amounted to a 14% response rate. This is acceptable as compared to the general response rate of 10% experienced in Singapore. An analysis of the data and questionnaire is included to further discuss and review the norms and practices of the 3 industries, with respect to their marketing efforts.en_US
dc.format.extent85 p.en_US
dc.rightsNanyang Technological University
dc.titlePerformance measures of marketing efforts in the manufacturing and service industries (retailing and banking)en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorA/P B.C.Ghoshen_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
item.fulltextWith Fulltext-
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)
Files in This Item:
File Description SizeFormat 
  Restricted Access
8.45 MBAdobe PDFView/Open

Google ScholarTM


Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.