10. Building the Marketing Accountability Scorecard
There is a wide choice of measures for evaluating the health of a product or service.
Many of these have been used for a long while and appear to be deeply entrenched in organizations. This chapter considers the question: Are these the correct measures, and are all of them necessary?
© Ashleigh Brilliant, 2008. Used with permission.
General Practice
The measures used by organizations to monitor marketing effectiveness are generally measures that have been employed for many years. For example, an Association of National Advertisers (ANA) study in 2007 found that the most commonly ...
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