The Pursuit of Marketing Productivity

Abstract

Marketing realities in the packaged goods industry are changing rapidly as the channels of distribution become increasingly dominant in dictating both marketing strategies and process emphasis. Inevitably they require us to rethink both underlying concepts and practices. Seeking marketing cost‐efficiencies, especially in squeezing costs out of the distribution system in order to regain a measure of control, manufacturers are shifting away from the earlier acceptance of the broadly defined marketing concept to a narrower definition of a marketing productivity concept.