期刊名称：International Journal of Economic Practices and Theories
印刷版ISSN：2247-7225
出版年度：2014
卷号：4
期号：5
页码：791-795
语种：English
出版社：International Journal of Economic Practices and Theories
摘要：In terms of competitive pressures, managers must find solutions to increase organizational performance.Marketing activities involve evaluation of each market segment. From this perspective, marketing productivity analysis is a useful tool for evaluating the effectiveness of the marketing actions. Achieving marketing objectives, strategies and tactics for marketing and other elements of their marketing productivity chain will be evaluated periodically to increase marketing performance. Managers need to learn how to allocate marketing resources and how to develop marketing skills to consider activities and expenses incurred as a long term investment. This article presents a framework for measuring marketing productivity and assessment methods for efficiency of marketing activities.
