Feeling the Heat--Part 2

Sheth, Jagdish N.; Sisodia, Rajendra S.
December 1995
Marketing Management;Winter95, Vol. 4 Issue 3, p19
When marketing becomes more productive, everyone wins, especially customers. Part 1 of this article described collaborative marketing strategies that improve marketing productivity as well as various ways to rationalize expenditures. Part 2 emphasizes the huge role information technology plays in the quest for "effective efficiency " and offers some innovative management strategies. With all of this focus on refining the science of marketing, though, we must take care never to lose sight of marketing as an art. INSETS: Improving Marketing Productivity.;Productivity Lessons from Most-Admired Companies.;Exhibit 2.;Productivity Lessons from Most-Admired Companies.


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