Evaluating marketing effectiveness

The authors argue that quantifying return on investment from brand development is a key issue. They believe that traditional methods of estimating incremental sales attributable to marketing expenditure under-estimates brand marketing effectiveness.

Evaluating Marketing Effectiveness

Sam DiasCommetrix andDr Lynette RyalsCranfield School of Management

Marketing accountability and measuring the effectiveness of marketing spend are key problems for marketers. One area coming under scrutiny is spending...