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

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.