Date of this Version
Measuring and Allocating Marcom Budgets: Seven Experts Point of View
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.
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.