Marketing Papers
Document Type
Technical Report
Date of this Version
1-2003
Publication Source
Measuring and Allocating Marcom Budgets: Seven Experts Point of View
Start Page
25
Last Page
30
Abstract
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.
Recommended Citation
Lodish, L. (2003). Use of Marketing Metrics: A Different Point of View. Measuring and Allocating Marcom Budgets: Seven Experts Point of View, 25-30. Retrieved from https://repository.upenn.edu/marketing_papers/208
Date Posted: 27 November 2017
This document has been peer reviewed.