This book is about accountability: controlling marketing budgets and ensuring that marketing activity produces measurebles results.
Unfortunaltely, marketing activity is all too often a series of ill-defined, unstructured and unconnected activities that fail to proceduce any verifiable results. In truth, there should be little difference bentween marketing control and cash control.
This book clearly demonstates that producing measurables results from your marketing activity is about defining goals and measuring results and not necessarily about monetary strangulation. This author explores the following:
- achieving value for for money from marketing
- marketing activities -decription and measurement
- measurement and control for existing business
- learning from experience
- advanced marketing measurement and tools
- performance evaluation and assessment
(text cited from back cover)