Improving productivity is a major concern in American
industry. Efforts to enhance marketing productivity have
been hampered by a lack of a clear conception of what
constitutes productivity in the marketing area and an
associated absence of standards or benchmarks with which
to compare a firm's performance and costs. In this paper
a concept of marketing productivity is presented. The
PIMS data base is then used to develop situation specific
benchmarks for the consumer durables industries.
Reliability and validity tests of the benchmarks are
presented and the managerial implications of this approach
are discussed.
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