The Nature and Measurement of Marketing Productivity in Consumer Durables Industries: A Firm Level Analysis. Presented by Group 2: Benedict Kevin Hoang Vu
Presented by Group 2: Benedict Kevin
Professor of Marketing
Various marketing Journals & Textbooks
Associate Professor of Marketing
Journals & Textbooks
Vice President of Strategic Marketing for US WEST Inc.
Marketing productivity = marketing output divided by marketing input.
Marketing Output=(Relative market share) x (Relative Price)
Relative Market Share x Relative Price