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@article{198874,
        author = {Avantika Digambar Fule and Nitin Prakash},
        title = {A Study on Marketing Expenditure and Its Effect on Financial Performance at Tech Mahindra Ltd., Nagpur},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {15833-15839},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198874},
        abstract = {In a competitive market, industry leaders use marketing expenditure as a strategic tool. The financial performance of Tech Mahindra Ltd. is looked into, through the prism of marketing spend. The goal is to investigate how spending on activities aimed at building the brand, digital promotion, customer acquisition, and any global outreach affects financial indicators such as revenue growth, profitability, and return on investment. The data is secondary, which has been collected from annual reports and financial statements as well as industry publications. The data has been interpreted with the use of analytical tools like trend analysis and ratio analysis. According to the findings, the expensing of marketing affects the overall revenue generation and long- term growth positively, however, it reduces short-term profitability because of increased operational costs. The research study argues that properly planned marketing expenditure having alignment can enhance competitive advantage and lead to sustainable financial performance in the IT sector.},
        keywords = {Marketing Expenditure, Financial Performance, Profitability, ROI, IT Sector, Tech Mahindra},
        month = {April},
        }