How good is the marketing method? Measuring the process and the outcomes

摘要

Companies today must operate in an environment characterized by uncertainty, fierce competition and customer volatility. The competitive marketplace, coupled with increased pressures faced by marketers to demonstrate their value, require that companies are able to assess the effectiveness of their marketing activities and make good use of available resources. Since effective management depends largely on consistent measurement, benefits from extending knowledge about marketing performance measurement are significant. The expertise with which professionals evaluate performance, particularly in terms of what to measure and how to measure, will lead to greater effectiveness and efficiency of marketing efforts. However, performance has always combined facts and judgment. Evaluating performance should not be reduced to a mere monitoring and reporting system but instead seen as an exercise that progressively will lead to better decisions and improved results.