13

Getting results and how to measure them

What you will learn in this chapter

  • Why monitoring and benchmarking matter
  • The importance of getting results by building brands
  • How to identify brand essence and brand equity
  • Why customer satisfaction metrics are pivotal to improving your organisation’s strategy and execution
  • Tools and techniques for measuring performance
  • Why consistent monthly reports work better
  • Feedback formats for continuing learning and success

I was fortunate enough to spend the first seventeen years of my career at two marketing powerhouses, with an enviable record of sustained commercial success: P&G and Mars. Both have brand-building at the centre of business development; both are highly advanced in understanding their customers; ...

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