Measures used to evaluate industrial marketing activities

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

Research output: Contribution to journalArticle

11 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 languageEnglish (US)
Pages (from-to)269-274
Number of pages6
JournalIndustrial Marketing Management
Volume11
Issue number4
DOIs
StatePublished - Oct 1982
Externally publishedYes

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ASJC Scopus subject areas

  • Marketing

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