The New Approach To Assessing The Marketing Effectiveness of Indonesian Firms

Ratih Hurriyati


This study attempted to revise Philips Kotler’s marketing effectiveness model to diagnose and offer managerial implications for Indonesia marketing practices. Nineteen Indonesian firms, divided into ten manufacturing and nine service sectors, were examined to assess their level if marketing effectiveness. By industry, this firms were further divided into five categories; electronics, machinery, chemicals, finance and service-oriented. The five marketing effectiveness attributes – strategy, organization, operations, personal, and information system – along with accompanying factor components were incorporated into the measurement of the marketing effectiveness. The findings showed that manufacturing sector firms were less effective in marketing operations than the service sector firms. In both sectors, relative to the predetermined factor importance weights, the Indonesians firms were found to under perform in planning and controlling functions. Managerial implications regarding the underperforming marketing functions and future recommendations are offered.


Marketing, marketing effectiveness, customer satisfaction marketing audit.


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