Hizmet üreten işletmelerde pazarlama verimliliğinin ölçülmesi ve bankacılık sektöründe bir uygulama

Abstract

MEASUREMENT OF MARKETING PRODUCTIVITY AT SERVICE FIRMS AND AN APPLICATION IN BANKING SECTOR Corporates are trying to increase their market share under the market conditions which is getting harder because of the high competition.This high competition also increases the satisfaction level of the customers and this means higher marketing costs are increasing marketing resources are limited.At this point the concept, marketing productivity is going to be the guide of firms for solving that problem.With this research marketing productivity concept and its measurement are explained.Productive marketing is to be effective while forming the marketing strategy and after that to be efficient while applying the marketing processes.