TITLE

Measure for measure

PUB. DATE
March 2005
SOURCE
Brand Strategy;Mar2005, Issue 190, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
16371259

 

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