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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 analyzed 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.