The book "Benchmarking in Marketing" explores how businesses can measure and improve their marketing performance by comparing strategies, processes, and metrics against industry leaders. It covers various types of benchmarking, including internal, competitive, functional, strategic, process, and digital benchmarking. The book outlines a structured benchmarking process, from identifying key areas and selecting partners to data collection, analysis, and implementation. Key marketing performance metrics such as customer satisfaction, market share, brand awareness, digital marketing performance, and customer acquisition and retention are discussed in detail. By leveraging benchmarking, organizations can enhance efficiency, optimize campaigns, and gain a competitive edge in an evolving market.

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Dr. Mahek Iram Qureshi Assist. Professore e preside di Relazioni internazionali presso l'Università G H Raisoni di Amravati. Il Dr. Aditya Rai è anche Assist. Dr. Mahendra D. Ingole, Professore e Decano, Dipartimento di Commercio, Management e Ospitalità, Università C S M. Commercio, Gestione e Ospitalità, Università C S M, Panvel. Ha conseguito il dottorato di ricerca in Management e Commercio e vanta oltre 14 anni di esperienza accademica.