Offers suggestions to help marketers in the difficult process of measurement for accountability. First, it is essential to realise, and admit, that not everything is possible: included here are issues about the boundaries of marketing, measurement problems, and what the marketing function should take responsibility for.
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...