Marketing productivity Issues and analysis
نویسندگان
چکیده
Marketing’s fundamental problem today is low productivity and lack of accountability. This paper suggests two ways to improve marketing productivity. First, marketing must shift its focus from aggregate markets to individual customers. Second, the marketing function should be treated more like the production function as investment in brands and distribution to be amortized over time rather than expensed annually. D 2001 Elsevier Science Inc. All rights reserved.
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تاریخ انتشار 2001