Are you profiting from marketing?
Tony Hillier, PIMS Associates, draws some lessons from the PIMS database
Tony Hillier
Is your marketing spend achieving the increase in market share, the profitability and the improvement in customer perception that you expect? What should you expect? And why? These are perennial questions demanded of marketers how much should we spend on advertising and promotion, what is the right marketing mix for any one brand and on what grounds? Research suggests that you could add over 30% to the bottom line by getting it right.
For most businesses, a key measure of success...