Title: A Tentative Technique for Measuring Industrial Marketing Productivity
Abstract: Although manufacturing productivity has been studied quite extensively over the past several decades, there has been little attention paid to marketing productivity. This paper proposes a tentative technique for measuring marketing productivity for industrial companies by using market share and profitablility as the two major variables for productivity measurement. One of the intents is to generate further discussion and investigation regarding marketing productivity.
Publication Year: 2015
Publication Date: 2015-05-28
Language: en
Type: book-chapter
Indexed In: ['crossref']
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