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Marketing Cost Analysis--Development and Current Practices.

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Survey highlights gaps in marketing cost analysis practices among manufacturers, suggesting improvements are needed.

The study aims to examine current marketing cost analysis practices among manufacturers and identify areas for improvement.
Interviews with accounting and marketing management personnel from twenty-eight companies.
Examination of accounting reports, both periodical and special, issued to marketing management.
Survey of customer contributions to sales volume and inventory item performance.
Over fifty percent of customers contributed less than two percent of total sales volume in one firm.
Forty percent of items in inventory accounted for less than two percent of sales volume.
Many marketing cost analyses related to customers and order sizes are not widely conducted.

Martin Mellman (1963) studied this question.

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