Getting The Measure Of Marketing

This article reports on some preliminary findings from the 'Marketing Metrics' project sponsored by the UK's Marketing Council, Marketing Society, Institute of Practitioners in Advertising and London Business School.

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....