Exploratory Study On Definition Of Marketing Productivity

Marketing should hold a pivotal role in the identification of customer needs, specification of the value sought, demand generation, customer response deliver value and achieve business performances. Marketing actions create, disseminate and transmit customer value, manage customer relationship actions on behalf of organization and other reciprocal members. In order to offer preferably value to customer, achieve more profits and development of organization, annually the enterprise invested a tremendous amount of resources and funds for marketing actions, and the investments have been rising in recent years. However, modern marketing faces the problems: although inputs of marketing are many, outputs of such inputs are difficult to identify properly. The result is that marketing are subject to many criticisms and challenges. The problems have become a major factor for constraining the development of marketing. Such an embarrassing state of marketing will be affected by a variety of factors. However, the most important factor is that fail to give sufficient attention and full study to the important topic of marketing productivity.Recalling the marketing productivity research, this research finds that in developed Western countries, marketing productivity research has been studied in a long time. The origin of...