O. K. Oyner. Marketing Productivity Measurement in the System of Company Management

V.6, N2, 2008

The paper follows up the discussion on problems of marketing productivity measurement which was published recently in the Russian Management Journal (Volume 5, Issue 2, 2007). First, the debatable questions of terminology of marketing effi ciency are considered and the existing approaches to marketing productivity and performance measurement and reviewed. The author argues for necessity of considering marketing not as a function, but as a set of the processes integrated into overall system of company’s business and, hence, of application approved on practice management models and tools. An example of a company is used to show the integration of BSC method, process approach and system of marketing productivity measurement.

Keywords: marketing productivity, marketing efficiency, marketing effectiveness, marketing performance measurement, marketing metrics.