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Measure Marketing Effectiveness Holistically

Written by leading academics and based on research at the renowned Cranfield School of Management, Marketing Value Metrics

  • Identifies three distinct levels for measuring effectiveness – shareholder value added, linking activities and attitudes to outcomes and micro measurement – which together paint a more holistic picture
  • Describes the process for implementing a measurement model in step-by-step detail
  • Poses key, often unasked questions such as ‘How well are we identifying customer needs and translating this into compelling promises?’ which all marketing functions should factor into their evaluations of effectiveness 

Download a free sample chapter to get started.

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