Measuring Marketing: Six Ways To Do It Better
Andrew LikiermanLondon Business School
Pressed for measures, it is sales and cost trends, numbers of qualified staff and so on that are usually the first to be wheeled in by the marketing function. But as marketing professionals know to their cost, such numbers used in support of performance can be easily knocked down. Are those glossy sales the effect of all boats being lifted by a rising tide of sales or prices? Is spending more money a good idea or a bad one? So what if staff are qualified – what...