TY - GEN
T1 - Measuring marketing productivity in services
T2 - 1st International Conference on Logistics, Informatics and Service Science, LISS 2011
AU - De La Fuente Mella, Hanns
AU - Manero, Carmen Berné
AU - Iglesias, Marta Pedraja
PY - 2011
Y1 - 2011
N2 - The literature on marketing productivity shows the absence of a measurement of the commonly accepted term, especially in the case of quantitative measures and in the measurement of the influence of marketing assets on company issues. This paper proposes a Theoretical Model of Marketing Productivity (TMMP), useful as a base to measure marketing productivity in services. The model is validated in the case of a Chilean life insurance company. The results show increasing technical efficiency levels in the analysed period, in each of the three business units of the company. They demonstrate the influence of certain variables on the productivity of marketing assets. Expenses of external agents of sales and administrative staff are the assets with a positive influence on marketing productivity, in the case of Collective Insurance, the general expenses, expenses of external agents and expenses of sales have a negative effect on the Life Revenues Insurance case.
AB - The literature on marketing productivity shows the absence of a measurement of the commonly accepted term, especially in the case of quantitative measures and in the measurement of the influence of marketing assets on company issues. This paper proposes a Theoretical Model of Marketing Productivity (TMMP), useful as a base to measure marketing productivity in services. The model is validated in the case of a Chilean life insurance company. The results show increasing technical efficiency levels in the analysed period, in each of the three business units of the company. They demonstrate the influence of certain variables on the productivity of marketing assets. Expenses of external agents of sales and administrative staff are the assets with a positive influence on marketing productivity, in the case of Collective Insurance, the general expenses, expenses of external agents and expenses of sales have a negative effect on the Life Revenues Insurance case.
KW - Life insurance
KW - Marketing productivity
KW - Services
KW - Stochastic frontier
KW - Technical efficiency
UR - http://www.scopus.com/inward/record.url?scp=84885926216&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84885926216
SN - 9789898425621
T3 - LISS 2011 - Proceedings of the 1st International Conference on Logistics, Informatics and Service Science
SP - 80
EP - 88
BT - LISS 2011 - Proceedings of the 1st International Conference on Logistics, Informatics and Service Science
Y2 - 8 June 2011 through 11 June 2011
ER -