The search for proof

Article Abstract:

Australian Marketing Institute (AMI) has published a report called 'What Value marketing?' with a sub-heading 'A position paper on marketing metrics in Australia'. The report is meant to establish a method of evaluating the benefits from marketing investments. The drawbacks of the report as pointed out by Don Shultz of Northwestern University in Chicago are listed.

Advertising, Methods, Marketing industry

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The soft option

Article Abstract:

The strategies for ensuring that contributions made by marketing is properly measured are discussed. Marketing professionals can overcome criticism of accountability failure by avoiding soft strategies like, brand awareness, customer attitudes, and instead focus on financial assessment to ascertain the return on marketing investments.

Services information, Economic aspects, Services, Marketing consultants

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First, sell yourself

Article Abstract:

Many senior business people regard marketing as a fluffy, expendable activity, who also thinks that it is difficult to measure the return on a marketing investment. However, a marketing dashboard will make marketers more accountable and improve the reputation of marketing.

Management dynamics, Business, Management, Company business management

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