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. Alan Mitchell Mitchell.
What gets measured gets done. It's the maxim managers have taken to heart so completely that 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. But which few should be chosen?