Getting The Measure of Marketing
Determining what marketing can and will achieve
Tim AmblerandFlora KokkinakiLondon Business School
Today marketing is back in vogue as firms rekindle their search for growth. Salaries are up and professionals are in demand. If there is a cloud in the sky, it is measurement. Marketers need to be clearer about what exactly they are trying to achieve, and improve their presentation of goal results. Performance itself is obviously more important than presentation but a major part of the problem we have addressed is the lack of clarity, both within functional marketing and...