This article reviews empirical studies of aggregate mar
keting cost and aggregate marketing productivity in the
United States. A methodological comparison is made of five
cost studies for 1929 and seven productivity studies covering
a period from 1869 to 1968. The cost studies do not clarify-
one way or the other-if marketing costs too much or too
little. The productivity studies, on the other hand, despite a
variety of methodologies, reveal a rising secular trend over
the past century. Thus, it may be concluded that irrespective
of changes in cost, marketing is becoming more productive.
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