Copeland, John; Hopelain, Judy
September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p24
This article emphasizes the significance of brand tracking to business operation and performance. Senior management is placing increased pressure and scrutiny on marketers to justify their budgets and is continually looking for the bottom-line benefit of brand building investments. By delving into the next generation of brand tracking, marketers can improve both business performance and ease senior management's concerns. Next generation brand tracking promises to answer questions about brands and their return on investment. Because it more rigorously draws meaningful correlations between brand building strategies, customer behaviors and business results, it elevates marketing's role within the organization and changes internal dialogue about brand value.


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