BEHIND the wheel

Clark, Bruce H.; Abela, Andrew V.; Ambler, Tim
May 2006
Marketing Management;May/Jun2006, Vol. 15 Issue 3, p19
This article discusses a strategy aimed at making corporate marketing more accountable. The strategy involves assembling key marketing indicators into a cohesive unit on a single display. These units can then be more effectively used to examine and illustrate the marketing activities of a specific company. The article presents two surveys that examine this strategy's ability to create corporate growth, as well as link the measurement of corporate marketing performance and specific company goals and strategies. INSET: Two dashboards in practice.


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