التفاصيل البيبلوغرافية
| العنوان: |
Free yourself from the tyranny of metrics. |
| المؤلفون: |
Nardone, John1, See, Ed2 |
| المصدر: |
Advertising Age. 11/20/2006, Vol. 77 Issue 47, p12-12. 1p. 3 Color Photographs. |
| مصطلحات موضوعية: |
*MARKETING, *BUSINESS planning, *ADVERTISING agencies, *MARKETING strategy, *MARKETING research |
| مستخلص: |
This article examines the use of metrics within the marketing world. The authors were early proponents of metrics, or analyses used to measure the effectiveness of marketing materials, but now they worry that firms are overusing and misusing these tools. They believe that in developing their marketing accountability programs, marketers must be thoughtful about the behaviors they want to encourage, and make sure the metrics and cultural rewards are truly aligned to goals. |
| قاعدة البيانات: |
Business Source Index |
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