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 of Business & Industrial Marketing – Emerald Publishing
Published: Apr 1, 1992