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The Management of Marketing Productivity

Allan Mcgrath (Marketing executive, author, teacher, scholar, and consultant. A practicing manager for twenty years, he is currently Director of Marketing Services at 3M Canada.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 April 1992

Abstract

States that companies are under increased pressure in today′s economic climate to boost the productivity of their marketing operations, since this is often a crucial factor in shareholder wealth and continued market presence. Explains that managing marketing for productivity entails the management of four key areas: strategy management, cost management, asset management and organization management. Concludes that marketers must be more concerned with productivity in order to sustain customer satisfaction, healthy margins and market share in the competitive 1990s.

Keywords

Citation

Mcgrath, A. (1992), "The Management of Marketing Productivity", Journal of Business & Industrial Marketing, Vol. 7 No. 4, pp. 49-54. https://doi.org/10.1108/08858629210037263

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited