Marketing Performance Outcomes Among Employees Of Software Marketing In Tamilnadu

Abstract

Tamil Nadu in South India, has emerged as a major IT hub, with heavy investment in high-pitched, well-educated software professionals from all over the India. Chennai, Coimbatore, Madurai, and Trichy are major software development and marketing centres. Named the "Detroit of India", Chennai is also home to all major technology parks and administrative avenues of IT companies like HCL, Wipro, TCS, Infosys among others. The software promotion in the area has been a lot influenced from the large corporations of IT’s for example the Infosys, Wipron TCS and Cognizant. The performance of marketing campaigns in these markets environment are influenced by a number of factors, including macroeconomic trends, technological development and local customer needs. In the setting of software marketing in Tamilnadu, this paper examines the linkage between marketing effectiveness antecedents and marketing performance outcomes. Accordingly, sub-variables such as marketing strategies, consumers' behavior, competition, technology, economic conditions and regulatory framework are incorporated on the independent variable "Driver of Marketing effectiveness". Dependent Variable (H4): Marketing Performance Outcomes Marketing Performance Outcomes is comprised of customer engagement and company strategies. Digital advertising works extraordinarily well in Tamil Nadu given the high literacy rates, widespread internet access and a tech-savvy young.” The study adopts descriptive research methodology and a structured questionnaire is used to collect primary data from 396 software marketing employees. One type of statistical analysis to examine relations between variables is multiple regression. Consequently, there is a significant positive relationship, because the drivers of marketing effectiveness have a large effect on performance as well as the future sustainability of the region's software marketing activities.

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