"The subject is critically important and Ambler's ideas are provocative."
" Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."
Journal of Marketing, January 04
Marketing really isn't different, and it really isn't impossible to measure. It¿s an investment. Unless you can measure its impact, you're wasting your money.
Select the right metrics for your company and ensure a regular assessment of marketing by top management in order to keep performance on track. Here, for the first time, is a book that explains the "why" as well as the "what" and the "how" of marketing metrics.How much attention does your board give to the sources of cash flow? Perhaps what gets measured is not always what gets done but it's a start. This book explains the reasons for regular marketing assessment by the whole board, key marketplace metrics, and assessing the firm's state of innovation health. Improved marketing requires employees to change what they do, and the way that they do it. Most companies don't have a clear picture of their marketing performance. Now is the time to see what you are doing. Clarity of goals and assessment of performance separate the professional from the amateur; and only the professionals win. "It is time that marketing stood up and was counted. Literally. This book is the enabler. It's not full of prescriptive rules. Instead it poses questions to ask, suggests possible measurements to make and details experiences from real companies. It does not suffer from consultant speak and is grounded in the reality of the struggle to "make marketing accountable. It is important for the future of marketing."
"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management." Sir John Egan, CBI
1: Is Your Metrics System Good Enough?
2: Brand Equity Is An Elephant
3: The Dangers Of Reliance On Shareholder Value And Other Financial Metrics
4: Metrics Evolution: How Did We Get Where We Are? 5: A Practical Methodolgy For Selecting The Right External Metrics
6: Using Metrics To Improve Innovation Performance
7: Employee Brand Equity
8: Monitoring Other Stakeholders' Brand Equity
9: Assessing The Performance Of The Mix
10: Getting The Right Metrics To The Top Table
11: The Fuzzy Future