Skip to Main Content
The Social Trade Show: Leveraging Social Media and Virtual Events to Connect With Your Customers
book

The Social Trade Show: Leveraging Social Media and Virtual Events to Connect With Your Customers

by Traci Browne
June 2012
Intermediate to advanced content levelIntermediate to advanced
320 pages
9h 25m
English
Que
Content preview from The Social Trade Show: Leveraging Social Media and Virtual Events to Connect With Your Customers

17. A Case for Metrics and Measurement

I am one of those marketers who believes the purpose of marketing is to drive sales.

The American Marketing Association’s (AMA’s) definition of marketing is, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Phooey! It even sounds like something a marketing department would write. Ask any CEO, CFO, or board of directors what marketing’s purpose is and they will tell you it is to drive sales. Now in fairness, I’m sure (hoping) the AMA considered the words to drive sales at the end of that definition is assumed.

After all, a company cannot stay in business ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

A Higher Bid: How to Transform Special Event Fundraising with Strategic Auctions

A Higher Bid: How to Transform Special Event Fundraising with Strategic Auctions

Kathy Kingston
Capitalism at the Crossroads: Next Generation Business Strategies for a Post-Crisis World, Third Edition

Capitalism at the Crossroads: Next Generation Business Strategies for a Post-Crisis World, Third Edition

Stuart L. Hart - Johnson Graduate School of Management Cornell University
Internet Marketing Start-to-Finish

Internet Marketing Start-to-Finish

Catherine Buerkle, Dunrie Greiling, Catherine Juon

Publisher Resources

ISBN: 9780132918022Purchase book