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| Author: | Mitchell, A. |
| Title: | Missing measures |
| Journal: | Management Today
1995 : NOV, 11, p. 76-83 |
| Index terms: | MANAGEMENT EFFECTIVENESS METHODOLOGY |
| Language: | eng |
| Abstract: | Finding a measure that gives a fair assessment of a company's overall marketing effectiveness has so far stumped the best brains. What's needed is a system to identify the key indicators of performance and a standard language for what they are talking about. What gets measured gets done. It's the maxim managers have taken to heart so completely now, what gets done, is measurement. The marketers among them , however, appear to have lost their way in the measurement maze. Many measures of marketing effectiveness can be called upon. |
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