Bemarkingsproduktiwiteit: 'n Mikro-Beskouing

Abstract

The problems of defining and measuring the productivity of firms are anything but new. During the years that production was increased to supply the needs of rapidly growing markets, major problems of the productivity of production were met and solved with little attention given to the productivity of marketing. Much later however, when marketing emerged as a separate field of study, meaningful efforts were made to improve the productivity of marketing. In fact, so much has been said and written on marketing performance that it is very difficult to offer any new ideas on the subject. In spite of this the need for additional and improved concepts on marketing productivity is greater than at any time in the recent past. The author expresses some views on the meaning and measurement of the marketing productivity of the firm in which the marketing function is the predominent one.