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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