Econometric Modeling of Marketing Productivity for Service Sector

Resultado de la investigación: Capítulo del libro/informe/acta de congresoContribución a la conferenciarevisión exhaustiva

Resumen

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.

Idioma originalInglés
Título de la publicación alojadaAdvances 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
EditoresJussi Ilari Kantola, Salman Nazir, Vesa Salminen
EditorialSpringer
Páginas11-17
Número de páginas7
ISBN (versión impresa)9783030507909
DOI
EstadoPublicada - 2020
Publicado de forma externa
EventoAHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020 - San Diego, Estados Unidos
Duración: 16 jul 202020 jul 2020

Serie de la publicación

NombreAdvances in Intelligent Systems and Computing
Volumen1209 AISC
ISSN (versión impresa)2194-5357
ISSN (versión digital)2194-5365

Conferencia

ConferenciaAHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020
País/TerritorioEstados Unidos
CiudadSan Diego
Período16/07/2020/07/20

Huella

Profundice en los temas de investigación de 'Econometric Modeling of Marketing Productivity for Service Sector'. En conjunto forman una huella única.

Citar esto