Journal
JOURNAL OF BUSINESS RESEARCH
Volume 55, Issue 5, Pages 349-362Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/S0148-2963(00)00164-8
Keywords
marketing; productivity; efficiency; effectiveness; shareholder value
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Marketing's fundamental problem today is low productivity and lack of accountability. This paper suggests two ways to improve marketing productivity. First, marketing must shift its focus from aggregate markets to individual customers. Second, the marketing function should be treated more like the production function as investment in brands and distribution to be amortized over time rather than expensed annually. (C) 2001 Elsevier Science Inc. All rights reserved.
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