Measure for measure

March 2005
Brand Strategy;Mar2005, Issue 190, p30
Trade Publication
The article focuses on The Marketing Excellence Forum to discover how to measure the effectiveness of training programmes. Measuring the effectiveness of marketing campaigns is notoriously difficult; yet some savvy companies are taking this a step further. They're beginning to measure the success of their marketing capability programmes. Improving marketing capability can have an impact on the bottom line. By tying training into real business problems, creating a marketing culture and spreading examples of best practice across the organization; marketing budgets will work more efficiently. INSETS: MARKETING CAPABILITY PROGRAMMES;KEY LEARNINGS.


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