Econometric Modeling of Marketing Productivity for Service Sector

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

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.

Original languageEnglish
Title of host publicationAdvances 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
EditorsJussi Ilari Kantola, Salman Nazir, Vesa Salminen
PublisherSpringer
Pages11-17
Number of pages7
ISBN (Print)9783030507909
DOIs
StatePublished - 2020
Externally publishedYes
EventAHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020 - San Diego, United States
Duration: 16 Jul 202020 Jul 2020

Publication series

NameAdvances in Intelligent Systems and Computing
Volume1209 AISC
ISSN (Print)2194-5357
ISSN (Electronic)2194-5365

Conference

ConferenceAHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020
CountryUnited States
CitySan Diego
Period16/07/2020/07/20

Keywords

  • Financial performance
  • Marketing productivity
  • Retail business

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