chapter 16
Measure and improve your marketing
In this chapter, we are going to look at a variety of metrics and measurement tools to determine how your marketing efforts are going, so you can optimise them over time. This will help with key decisions like where to spend your marketing money based on what marketing activities are working. It will be divided into two parts: first, we will look at how to assess your brand-building efforts and then in the second part we assess your sales activation plan. They both come together in what I term the ‘cycle of marketing’.
Description
The concentric circles show the following from out to inside:
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