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Marketing Strategy from the Masters (Collection) by David J. Reibstein, Nancy Lee, Larry Light, Paul W. Farris, Joan Kiddon, Philip Kotler, Phillip E. Pfeifer, Neil T. Bendle

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12. Monitoring and Evaluating Performance

“In tight fiscal times, our numerous outreach and education programs were being criticized for not having any ‘proof’ that they were working. Management wanted to know if they should keep investing in what they viewed as a public education strategy or whether it was time to shift into a more regulatory mode. The political and operational costs of outreach programs are considered low, but without evidence that these programs were paying off, there was real suspicion whether they were worth it.

I suspected that the programs were good based on anecdotal information, but we needed to create a robust measurement tool that would hold up to management skepticism. Creating the Environmental Behavior Index allowed ...

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