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| Author: | Herremans, I. Ryans, J. Jr. |
| Title: | The case for better measurement and reporting of marketing performance |
| Journal: | Business Horizons
1995 : SEP-OCT, VOL. 38:5, p. 51-60 |
| Index terms: | MEASUREMENT REPORTING MARKETING |
| Language: | eng |
| Abstract: | Is marketing missing an opportunity to tell its story - credibly? More than 30 years ago, concerns about marketing costs were voiced by experts in the marketing field. Donald Parker indicated that "improvements in marketing efficiency and reductions in marketing costs still lie in the future, representing a major frontier for cost economies". Peter Drucker observed that "almost 50 cents of each dollar the American spends for goods goes for activities that occur after the goods are made, i.e. , after they have come in finished form." |
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