The Performance of the Firm's Marketing Activities by Consumers

Abstract

When business writings note that marketing costs are a certain percentage of total business costs, that figure is underestimated because it does not include the costs of those marketing efforts performed by consumers for business firms. Precisely those activities that we collectively term marketing are performed in part by consumers for the benefit of the firm.

Citation

McNeal, J.U. (1980), "The Performance of the Firm's Marketing Activities by Consumers", Management Decision, Vol. 18 No. 5, pp. 270-275. https://doi.org/10.1108/eb001246