Marketing Productivity Analysis

Authors

  • Anca Francisca Cruceru The Bucharest University of Economic Studies
  • Violeta Rădulescu The Bucharest University of Economic Studies

Keywords:

marketing productivity, marketing performance, marketing audit, strategic marketing planning

Abstract

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. 

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Published

2014-10-01

How to Cite

Cruceru, A. F., & Rădulescu, V. (2014). Marketing Productivity Analysis. International Journal of Economic Practices and Theories, 4(5), 791-795. Retrieved from http://ijept.eu/index.php/ijept/article/view/Marketing_Productivity_Analysis

Issue

Vol. 4 No. 5 (2014): Special issue on Marketing and Business Development

Section

Articles

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