Achieving Marketing Productivity through enhancing Effectiveness and Efficiency : From a Company Perspective

Over the last years there has been an increase on businesses to not just increase profits but to also increase shareholders return on investment. This has lead businesses to require more from their investments in marketing, but it should have a better return. In other words, marketing productivity could be higher if a company includes other elements in their marketing activities than just having shareholders pressure in mind. For this reason, it is a great interest to further investigate how a company applies different factors related to effectiveness and efficiency, in order to maximize productivity.In this case study there are deeper explanations of the factors that we think are important for a company to apply in the process towards a more maximized productivity. The aim was to gain a better understanding of why the input continues to grow while the output decreases. We conducted this research through a qualitative study with two interview candidates from a company we knew was growing. We chose to ask questions relating to effectiveness and efficiency, but without asking them directly about it. We instead asked indirectly about the concepts of product, pricing and promotion.In the research conclusion, we discovered that there was a pattern that varies depending on the factors that we worked with. But we believe that if a company applies different steps or processes it can lead the company towards a more maximized productivity.Validerat; 20140716 (global_studentproject_submitter