Measuring Marketing Productivity: Marketers' Imperative

Abstract

The 21^st century has thrown up a lot of challenges for the present day marketers. Today, marketers are faced with an imperative to make marketing accountable. This is where it becomes important to assess the productivity of marketing. Measuring the productivity of marketing is tantamount to assessing the performance of marketing which necessarily impacts upon the overall organizational performance.

Marketing productivity is measured as the ratio of marketing input over output. Broadly, two measures may be used to measure the productivity of marketing. These two measures include (a) Return on Marketing Investment (ROMI), and (b) Customer Satisfaction; the latter measured in terms of increase in shareholder value.

This article attempts to understand the various issues connected with measuring the productivity of marketing. It aims to identify measures which would be effective in the measurement of productivity of marketing.