Paper
Theoretical Model of Marketing Productivity: An Application to Retail Service Companies in Spain
- Authors:
- Marta Pedraja; Carmen Berné; Hanns de la Fuente
- Abstract
- 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 measurements and quantifiable models of marketing productivity, particularly in the services case, making it possible to understand and evaluate service company performance. Following a review of the literature on the topic, this paper sets forth a Theoretical Model of Marketing Productivity (TMMP), to serve as a base for carrying out measurements of productivity through the identification of possible determinant variables. The TMMP is validated for the case of the retail services companies operating in Spain. 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. The implications for service management are that they should control significant factors for the analysis of the behavior of retail companies’ vis-à-vis their marketing productivity, i.e. the effectiveness of staff as a productive resource, the appropriate setting of prices, and investment in assets.
- Keywords
- Marketing Productivity; Retail Business; Econometric Modeling
- StartPage
- 268
- EndPage
- 277
- Doi