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Econometric Modeling of Marketing Productivity for Service Sector

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Advances in Human Factors, Business Management and Leadership (AHFE 2020)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1209))

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Abstract

The absence of a universal measurement of marketing productivity highlights an inability to measure the influence of marketing assets on company results. It is important, therefore, to develop measures and quantifiable models of marketing productivity, making it possible to understand and evaluate company performance. Following a review of the literature on the topic, this paper sets forth a Theoretical Model of Marketing Productivity (MTPM), to serve as a base for carrying out measurements of productivity through the identification of their determinant variables. The obtained results establish that marketing resources, financial performance, and price all exercise a positive effect on marketing productivity, while market-based assets exercise a negative effect.

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Acknowledgments

Hanns de la Fuente-Mella is supported by Grant NUCLEO DE INVESTIGACION EN DATA ANALYTICS/PUCV VRIEA/039.432/2020.

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Authors and Affiliations

  1. Facultad de Ciencias Económicas y Administrativa, Pontificia Universidad Católica de Valparaíso, Avenida Brasil 2830, Valparaíso, Chile

    Hanns de la Fuente-Mella

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  1. Hanns de la Fuente-Mella
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Correspondence to Hanns de la Fuente-Mella .

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Editors and Affiliations

  1. Department of Production, University of Vaasa, Vaasa, Finland

    Jussi Ilari Kantola

  2. Institute of Maritime Operations, University College of Southeast Norway, Borre, Norway

    Salman Nazir

  3. Häme University of Applied Sciences, Hämeenlinna, Finland

    Vesa Salminen

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de la Fuente-Mella, H. (2020). Econometric Modeling of Marketing Productivity for Service Sector. In: Kantola, J., Nazir, S., Salminen, V. (eds) Advances in Human Factors, Business Management and Leadership. AHFE 2020. Advances in Intelligent Systems and Computing, vol 1209. Springer, Cham. https://doi.org/10.1007/978-3-030-50791-6_2

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  • DOI: https://doi.org/10.1007/978-3-030-50791-6_2

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-50790-9

  • Online ISBN: 978-3-030-50791-6

  • eBook Packages: EngineeringEngineering (R0)

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