Chapter 14. Metrics and Building the Culture of Accountability

• What should marketing be accountable for?

• How can we set objectives for a metrics program that are viewed as fair and valid?

• Can we measure how attitudes lead to purchase behavior?

Metrics are a thermometer, a simple but powerful diagnostic tool. No one was ever cured by a thermometer, and marketing will not be cured by metrics. The cure demands a rigorous end-to-end marketing process within which metrics play the same critical role they played in the total quality reformation of the supply side.

Every company, regardless of industry, needs to develop unique metrics, depending on what management expects marketing to deliver. We can start by understanding management’s strategic ...

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