The Management of Marketing Productivity

States that companies are under increased pressure in today′s economic climate to boost the productivity of their marketing operations, since this is often a crucial factor in shareholder wealth and continued market presence. Explains that managing marketing for productivity entails the management of four key areas: strategy management, cost management, asset management and organization management. Concludes that marketers must be more concerned with productivity in order to sustain customer satisfaction, healthy margins and market share in the competitive 1990s.