TY - GEN
T1 - Econometric Modeling of Marketing Productivity for Service Sector
AU - de la Fuente-Mella, Hanns
N1 - Publisher Copyright:
© 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020
Y1 - 2020
N2 - The absence of a universal measurement of marketing productivity highlights an inability to measure the influence of marketing assets on company results. It is important, therefore, to develop measures and quantifiable models of marketing productivity, making it possible to understand and evaluate company performance. Following a review of the literature on the topic, this paper sets forth a Theoretical Model of Marketing Productivity (MTPM), to serve as a base for carrying out measurements of productivity through the identification of their determinant variables. The obtained results establish that marketing resources, financial performance, and price all exercise a positive effect on marketing productivity, while market-based assets exercise a negative effect.
AB - The absence of a universal measurement of marketing productivity highlights an inability to measure the influence of marketing assets on company results. It is important, therefore, to develop measures and quantifiable models of marketing productivity, making it possible to understand and evaluate company performance. Following a review of the literature on the topic, this paper sets forth a Theoretical Model of Marketing Productivity (MTPM), to serve as a base for carrying out measurements of productivity through the identification of their determinant variables. The obtained results establish that marketing resources, financial performance, and price all exercise a positive effect on marketing productivity, while market-based assets exercise a negative effect.
KW - Financial performance
KW - Marketing productivity
KW - Retail business
UR - http://www.scopus.com/inward/record.url?scp=85088232091&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-50791-6_2
DO - 10.1007/978-3-030-50791-6_2
M3 - Conference contribution
AN - SCOPUS:85088232091
SN - 9783030507909
T3 - Advances in Intelligent Systems and Computing
SP - 11
EP - 17
BT - Advances in Human Factors, Business Management and Leadership - Proceedings of the AHFE 2020 Virtual Conferences on Human Factors, Business Management and Society, and Human Factors in Management and Leadership
A2 - Kantola, Jussi Ilari
A2 - Nazir, Salman
A2 - Salminen, Vesa
PB - Springer
T2 - AHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020
Y2 - 16 July 2020 through 20 July 2020
ER -