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.

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Date Posted: 27 November 2017

This document has been peer reviewed.