A conceptual framework for the measurement of marketing efficiency

Proposes that marketing efficiency is an area of enquiry that is both simultaneously ignored by marketing researchers, yet frequently referred to by implications. Reviews the existing measure of evaluation relating to a total assessment of the company in the marketplace. Concludes that much of marketing analysis must be satisfaction ‐ rather than optimisation‐oriented and thus a considerable proportion of measurements observed are concerned with effectiveness rather than efficiency and must be recognised as such.