Measures used to evaluate industrial marketing activities

Donald W. Jackson; Lonnie L. Ostrom; Kenneth R. Evans

doi:10.1016/0019-8501(82)90016-5

Measures used to evaluate industrial marketing activities

Donald W. Jackson, Lonnie L. Ostrom, Kenneth R. Evans

Research output: Contribution to journal › Article › peer-review

13 Scopus citations

Abstract

Given the importance of controlling marketing efforts, a study was conducted of industrial manufacturers to determine the extent of their use of various measures to evaluate different marketing activities. The predominate measures used for evaluation were sales volume with much less utilization of profitability, productivity, and expense measures.

Original language	English (US)
Pages (from-to)	269-274
Number of pages	6
Journal	Industrial Marketing Management
Volume	11
Issue number	4
DOIs	https://doi.org/10.1016/0019-8501(82)90016-5
State	Published - Oct 1982
Externally published	Yes

ASJC Scopus subject areas

Marketing

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10.1016/0019-8501(82)90016-5

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title = "Measures used to evaluate industrial marketing activities",

abstract = "Given the importance of controlling marketing efforts, a study was conducted of industrial manufacturers to determine the extent of their use of various measures to evaluate different marketing activities. The predominate measures used for evaluation were sales volume with much less utilization of profitability, productivity, and expense measures.",

author = "Jackson, {Donald W.} and Ostrom, {Lonnie L.} and Evans, {Kenneth R.}",

year = "1982",

month = oct,

doi = "10.1016/0019-8501(82)90016-5",

language = "English (US)",

volume = "11",

pages = "269--274",

journal = "Industrial Marketing Management",

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AU - Jackson, Donald W.

AU - Ostrom, Lonnie L.

AU - Evans, Kenneth R.

PY - 1982/10

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N2 - Given the importance of controlling marketing efforts, a study was conducted of industrial manufacturers to determine the extent of their use of various measures to evaluate different marketing activities. The predominate measures used for evaluation were sales volume with much less utilization of profitability, productivity, and expense measures.

AB - Given the importance of controlling marketing efforts, a study was conducted of industrial manufacturers to determine the extent of their use of various measures to evaluate different marketing activities. The predominate measures used for evaluation were sales volume with much less utilization of profitability, productivity, and expense measures.

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U2 - 10.1016/0019-8501(82)90016-5

DO - 10.1016/0019-8501(82)90016-5

M3 - Article

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VL - 11

SP - 269

EP - 274

JO - Industrial Marketing Management

JF - Industrial Marketing Management

IS - 4

ER -

Measures used to evaluate industrial marketing activities

Abstract

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