haku: @author Ambler, T. / yhteensä: 16
viite: 9 / 16
| Tekijä: | Ambler, T. |
| Otsikko: | What does marketing success look like? |
| Lehti: | Marketing Management
2001 : SPRING; VOL. 10:1, p. 12-18 |
| Asiasana: | Marketing management Brands Europe USA |
| Kieli: | eng |
| Tiivistelmä: | Although the United States is further down the path than Britain, marketing still lacks focus at the CEO level. In most companies, financial performance indicators are not linked coherently with non-financial market measures. The challenge comes from a 30-month research project at London Business School sponsored by The Marketing Council and other United Kingdom marketing bodies as well as the Marketing Science Institute in Cambridge, Mass., USA. It is found among others that individual metrics, such as market share or customer satisfaction, reach most top executive committees, but very few of these have routine reviews for evaluating each of their brands as a whole. It's important to remember that sales and profit performance do not indicate longer-term effects. |
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