MARKETING FOCUS: Why is marketing not measuring - How many companies are able to calculate the effectiveness of their marketing? Not enough according to Tim Ambler
By TIM AMBLER Thursday, 24 September 1998 12:00AM
Marketers are avid measurers but less keen on being measured. Who is? We analyse loyalty, awareness, penetration, buying habits and myriad customer data but overall marketing performance is evaluated less professionally.
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