Can marketing can be taken seriously if it is not know how to measure the impact of its action. Free Essay, Term Paper and Book Report
INTRODUCTION
Linking marketing performance with financial results of a company has never been easy for marketers. However, marketers live in times where showing the results of their work become necessary. Examining impact of marketing actions can be beneficial not only for marketers but for companies as well. For marketers, the marketing metrics prove effectiveness of their effort. For companies, metrics show return of their financial investment. Moreover, marketing metrics help to analyze current position of the company on the market and help to plan future steps. In addition, according to Laura Patterson measuring of marketing performance is linked with achievements of organizations that shareholders are looking for Jude (2005).
Even accountability of marketing metrics examines success of marketers work and determines strengths and weakness of the company; unaccountability of marketing performance has become phenomenal issue in today's business world. Peter Drucker, management expert, argued that if marketers are not able to define impact of advertising, they are not able to ......
Word Count: 5356
Page Count: 21.4 (250 words a page / double spaced)
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