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- W2332625239 abstract "IN VIEW of the title of this paper, it may sound facetious if I suggest that there is practically no recent literature dealing with marketing efficiency. Yet, if my interpretation of the word is correct, then my statement is true. Exactly what is efficiency in marketing? Professor Slichter tells us that efficiency relates simply to the ratio of to the used,' the implication being that marketing is most efficient when it achieves the greatest from given means-or, perhaps better put, when it achieves the maximum per unit of means. But of course, Professor Slichter's definition is of little value to us until we develop a measure of the results achieved by marketing as well as the means used, as it is only by comparing with that efficiency is measured. Now what are the that marketing seeks to achieve? If it does not sound entirely too elementary, I would like to suggest that marketing-as does the field of which it is a part, that is, economics-seeks to satisfy human wants.2 And what are the of attaining this desired result? Once again we must go back to Chapter I of practically any elementary book on economics and recall that the consist of land, labor, capital, and management-or, more" @default.
- W2332625239 created "2016-06-24" @default.
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- W2332625239 date "1941-04-01" @default.
- W2332625239 modified "2023-09-27" @default.
- W2332625239 title "A Critical Analysis of Recent Literature Dealing with Marketing Efficiency" @default.
- W2332625239 doi "https://doi.org/10.1177/002224294100500404" @default.
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