Vikram Mahidhar and Christine Cutten
Marketing creates strategic value in two ways: connecting customers and markets to the organization by influencing awareness and behavior, and connecting the organization to customers and markets by creating customer knowledge within the organization.
Content: Quotation | Authors: Christine Cutten, Vikram Mahidhar | Sources: “Deloitte”, “Journal of Integrated Marketing Communications” | Subject: Marketing / Sales
Navigating the Marketing Measurement Maze
As with any corporate endeavor, marketing programs require a system of evaluation to ensure the most effective resource allocation. Clarity of corporate goals, linkages to proper measures, a design that integrates cross-functional and inter-firm aspects and support systems that capture and report timely results all play a crucial role in the measurement design. Above all, the design must align with strategic intent and accurately … [ Read more ]
Content: Article | Authors: Christine Cutten, Vikram Mahidhar | Sources: “Deloitte”, “Journal of Integrated Marketing Communications” | Subject: Marketing / Sales