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Productivity Versus Relative Efficiency in Marketing: Past and Future?

  • Parsons L
DOI: 10.1007/978-94-011-1402-8_5
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Abstract

A variety of measures have been proposed to assess marketing performance Drucker [1974, p. 75] notes these measures must relate either to effectiveness, doing the right thing, or efficiency, doing things right. Together efficiency and effectiveness make up a broad...

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Parsons, L. J. (1994). Productivity Versus Relative Efficiency in Marketing: Past and Future? (pp. 169–200). https://doi.org/10.1007/978-94-011-1402-8_5

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