Use of Marketing Metrics: A Different Point of View

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Marketing Papers
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Marketing
Scientific Methods and Peer Review
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Marketing
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Lodish, Leonard
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There is a more important problem than developing new marketing metrics. Most packaged-goods manufacturers and other marketers are not getting anywhere near full value from the metrics currently available. In this article, I summarize some data on the underutilization of metrics, hypothesize some reasons for this, and describe some steps to be taken to improve firms’ performance by using metrics more effectively.

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2003-01-01
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