More Dominant Logics for Marketing: Productivity and Growth

2014 ◽  
pp. 314-319
Keyword(s):  
Marketing Productivity

scholarly journals Evaluation of the Effectiveness and Efficiency of Marketing in the System of Reforms in the Management of Enterprises

2020 ◽  
Author(s):  
Cinara Kocarieva
Keyword(s):  
Conceptual Framework ◽  
Two Dimensions ◽  
Future Research ◽  
Business Results ◽  
Important Relationship ◽  
Marketing Efficiency ◽  
The Creation ◽  
Marketing Actions ◽  
Relationship Of ◽  
Marketing Productivity

Marketing productivity models provide a common conceptual framework for future research. These models also define a common conceptual framework for the creation of instrumental models for marketing productivity management. At the same time, it is necessary to further study the most important relationship of marketing results with financial indicators and indicators of performance evaluation of the enterprise as a whole. The development of these models is associated with the creation of more complex systems that reflect the relationship of indicators at the level of management. Marketing productivity models form the conceptual framework for the transition to a more realistic level. This is the level of management of marketing efficiency, ie the area of creating models of management of marketing results. Following the logic of productivity (marketing actions - marketing results - financial results - business results), as well as the need to consider it in two dimensions, we can move on to the creation of operational models of marketing efficiency.

The Pursuit of Marketing Productivity

1993 ◽  
Vol 2 (3) ◽  
pp. 44-48 ◽  
Author(s):  
Dan Ailloni‐Charas
Keyword(s):  
Marketing Productivity

Using CRM to Manage Marketing Productivity

2007 ◽  
Vol 6 (2) ◽  
pp. 89-116 ◽  
Author(s):  
Robert P. Bush ◽  
James H. Underwood
Keyword(s):  
Marketing Productivity
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