The Relationship between Marketing Mix and Economic Performance of Sugar Industry Companies
Quarterly Journal of Securities Exchange

Quarterly Journal of Securities Exchange

The Relationship between Marketing Mix and Economic Performance of Sugar Industry Companies

Document Type : Original Article

Authors
solmaz nojavan
alireza karbasi
hossein mohammadi
10.22034/jse.2018.11115
Abstract
Investing in marketing activities not only increases brand value, but also reduces the investment risk.Of course, the relationship between marketing mix and economic performance of companies are not the same at different levels of marketing investment Therefore, there is a probability to have non-linear relationships between these variables
The present study attempts to investigate the relationship between 4P’s of marketing mix and economic performance index using data from companies accepted in the sugar industry of stock exchange market during 2001-2015 using panel data approach.
The results showed that there is an inverse U shape (∩) relationship between marketing mix and performance of companies Therefore, it is suggested that companies determine the optimum level of marketing costs for improving their economic performance index.
Keywords
Economic Performance
Economic Value- Added
Marketing Mix
Sugar Industry
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