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- Title
MARKETING PRODUCTIVITY IN CONSUMER GOODS INDUSTRIES--A Vertical Perspective.
- Authors
Steiner, Robert L.
- Abstract
The article discusses a model for measuring productivity in a consumer goods industry. The concept is based on a vertical analysis rather than the traditional horizontal method. The vertical industry index tracks the flow of products from the manufacturing phase through the channels of distribution, to household consumers. Another feature of the model is the allocation of inputs between marketing and production. The potential benefits of this model include a fuller understanding of marketing's role in the economy and additional clues to the root causes of productivity trends.
- Subjects
INDUSTRIAL productivity measurement; MARKETING models; PRODUCTIVITY accounting; COMMERCIAL product marketing; MARKETING research; CONSUMPTION (Economics); PRODUCT management research; MARKETING channel management; STRATEGIC planning
- Publication
Journal of Marketing, 1978, Vol 42, Issue 1, p60
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250330