The nature and measurement of marketing productivity in consumer durables industries: A firm level analysis

Enhancing productivity is a major concern in US industry. Attempts to improve marketing productivity have been hampered by a lack of a clear notion of what constitutes productivity in the marketing area and a related absence of standards or benchmarks with which to compare a firm's performance...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 1987-12, Vol.15 (4), p.1-8
Main Authors: Hawkins, Del I, Best, Roger J, Lillis, Charles M
Format: Article
Language:English
Subjects:
Consumer goods
Durable goods
Indexes
Marketing
Measurement
Productivity
Statistical analysis
Studies
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Summary:Enhancing productivity is a major concern in US industry. Attempts to improve marketing productivity have been hampered by a lack of a clear notion of what constitutes productivity in the marketing area and a related absence of standards or benchmarks with which to compare a firm's performance and costs. A concept of marketing productivity is presented. Marketing productivity at the firm level can be defined as relative market share times relative price divided by marketing outlays. This productivity score is affected by how effective the firm's marketing department functions and particular characteristics of its market. The PIMS database is used to construct situation-specific benchmarks for the consumer durables industries. Reliability and validity tests of the benchmarks are offered, and the managerial implications of this approach are explored.
ISSN:0092-0703
1552-7824
DOI:10.1007/BF02723284