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The Management of Marketing Productivity

The Management of Marketing Productivity States that companies are under increased pressure in todayseconomic climate to boost the productivity of their marketingoperations, since this is often a crucial factor in shareholder wealthand continued market presence. Explains that managing marketing forproductivity entails the management of four key areas strategymanagement, cost management, asset management and organizationmanagement. Concludes that marketers must be more concerned withproductivity in order to sustain customer satisfaction, healthy marginsand market share in the competitive 1990s. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

The Management of Marketing Productivity

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0885-8624
DOI
10.1108/08858629210037263
Publisher site
See Article on Publisher Site

Abstract

States that companies are under increased pressure in todayseconomic climate to boost the productivity of their marketingoperations, since this is often a crucial factor in shareholder wealthand continued market presence. Explains that managing marketing forproductivity entails the management of four key areas strategymanagement, cost management, asset management and organizationmanagement. Concludes that marketers must be more concerned withproductivity in order to sustain customer satisfaction, healthy marginsand market share in the competitive 1990s.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Apr 1, 1992

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