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.

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 ]