Performance Management Systems in Marketing: Aligning HRM Practices with Marketing Objectives

Abstract

With an emphasis on well-known ideas like marketing measurements and performance management systems, this study offers a thorough analysis of the literature on marketing performance management. The article analyses and identifies marketing performance areas using the marketing effectiveness model. The goal of the research is to examine corporate performance management from an all-encompassing angle. Many small to medium-sized companies use HRM techniques, emphasising the rising significance of worker-manager interaction for enhancing company efficiency. The integration of different organizational activities is crucial for long-term success in today's business environment. Among them, marketing and human resources management (HRM) are essential for establishing an organization's culture, drawing in top talent, and enhancing its reputation as an employer. Public relations, social media promotions, and advertisement are examples of marketing techniques that have a significant role in influencing how employees see a firm. Positive employer branding is achieved by consistent messaging that is in line with the organization's values and culture.Devotion to avoiding price competition, more stable company goals, educational strength, creativity, external cooperation, and the adoption of externally offered business support and guidance were all positively correlated with the usage of HRM.