The Meaning of Marketing Productivity Analysis

Abstract

The use of productivity measurement in relation to the marketing function is relatively new. The central role of marketing can be expressed as the management of consumer demand and the translation of this demand into sales and profits. Marketing productivity analysis is an important tool in evaluating the performance of the marketing department in carrying out this role. It measures the efficiency with which marketing inputs are used to generate target levels of marketing outputs.

Citation

Thomas, M.J. (1984), "The Meaning of Marketing Productivity Analysis", Marketing Intelligence & Planning, Vol. 2 No. 2, pp. 13-28. https://doi.org/10.1108/eb045697