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Start Over Author "Smart, Denise A." Journal journal of business research
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1. Pursuing the concept of marketing productivity: Introduction to the JBR special issue on marketing productivity

Author

Bush, Alan J., Smart, Denise, and Nichols, Ernest L.

Subjects
Executives -- Evaluation, Labor productivity -- Analysis, Business, Business, general
Abstract

In a majority of firms, marketing managers are evaluated on the basis of improving the productivity or efficiency under their purview. However, in the contemporary highly competitive environment, there is greater demand from consumers as they always are pursuing immediate access to products high in quality but low in price. This puts even greater pressure on efficiency in marketing.

Published
2002

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