MEASURING MARKETING PRODUCTIVITY IN SERVICES An Application to Life Insurance
The literature on marketing productivity shows the absence of a measurement of the commonly accepted term, especially in the case of quantitative measures and in the measurement of the influence of marketing assets on company issues. This paper proposes a Theoretical Model of Marketing Productivity (TMMP), useful as a base to measure marketing productivity in services. The model is validated in the case of a Chilean life insurance company. The results show increasing technical efficiency levels in the analysed period, in each of the three business units of the company. They demonstrate the influence of certain variables on the productivity of marketing assets. Expenses of external agents of sales and administrative staff are the assets with a positive influence on marketing productivity; in the case of Collective Insurance, the general expenses, expenses of external agents and expenses of sales have a negative effect on the Life Revenues Insurance case.
Marketing productivity Technical efficiency Stochastic frontier Services Life insurance
Hanns de la Fuente Mella Carmen Berné Manero Marta Pedraja Iglesias
Pontificia Universidad Católica de Valparaíso, Facultad de Ciencias Económicas y Administrativas Esc University of Zaragoza, Department of Economic and Business Science and Department of Marketing Mana
国际会议
北京
英文
80-88
2011-06-08（万方平台首次上网日期，不代表论文的发表时间）