earticle

영어

Marketing productivity is a crucial concept in recent marketing practice and research. Expenditures on marketing efforts are rising to an unlimited level in a fiercely competitive corporate environment even as other costs have fallen. Many practitioners and academics are doubtful of the effectiveness of these costs or investment on marketing and are seeking for the justification of these expenditures on marketing activities. With all these efforts, marketing field has paid insufficient attention to the subject of productivity which is represented as the ratio of marketing output over marketing input. Especially marketing productivity is believed to be hard to measure and this led to the scanty achievement on marketing productivity. The purpose of this paper is to provide a review of marketing productivity and marketing performance research trend. More specifically, this paper provides a comprehensive review on marketing productivity and covers major marketing issues related to marketing productivity. Two marketing productivity models are introduced and measurement issues on marketing productivity are also discussed. And literatures on diverse concepts and philosophies related to marketing productivity and performance measurement, and their interrelationship between them are briefly reviewed. Some implications for management practice and directions for further research and limitations are also discussed.