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Measuring Marketing Productivity: Current Knowledge and Future Directions
For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers' credibility, threatened the standing of the marketing function within the firm, and even threatened marketing's existence as a distinct capability within the firm. This article proposes a broad framework for assessing marketing productivity, cataloging what we already know and suggesting areas for further research. The authors conclude that it is possible to show how marketing expenditures add to shareholder value. The effective dissemination to the business community of new methods of assessing marketing productivity to the business community will be a major step toward raising marketing's vitality in the firm, and more important, toward raising the performance of the firm itself. The authors also suggest many areas in which further research is essential to making methods of evaluating marketing productivity increasingly valid, reliable, and practical. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM6804 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2004 |
|---|---|
| Edisi | Vol. 68, No. 4, Oct., 2004 |
| Subjek | Marketing management Productivity Performance evaluation Accountability studies Advertising expenditures |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 14 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |