TY  - JOUR
AB  - 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.
VL  - 7
IS  - 4
SN  - 0885-8624
DO  - 10.1108/08858629210037263
UR  - https://doi.org/10.1108/08858629210037263
AU  - Mcgrath Allan
PY  - 1992
Y1  - 1992/01/01
TI  - The Management of Marketing Productivity
T2  - Journal of Business & Industrial Marketing
PB  - MCB UP Ltd
SP  - 49
EP  - 54
Y2  - 2024/09/24
ER  -