The Pursuit of Marketing Productivity: HAS IT REPLACED THE MARKETING CONCEPT IN THE PACKAGED GOODS INDUSTRY?
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.
Keywords
Citation
Ailloni‐Charas, D. (1993), "The Pursuit of Marketing Productivity: HAS IT REPLACED THE MARKETING CONCEPT IN THE PACKAGED GOODS INDUSTRY?", Journal of Product & Brand Management, Vol. 2 No. 3, pp. 44-48. https://doi.org/10.1108/10610429310046698
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited