Measure for measure

January 2007
Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p8
The article discusses a round-table discussion on marketing metrics by David Reibstein, a professor of marketing at The Wharton School, Cammie Dunaway, the chief marketing officer at Yahoo, and Paula Sneed, the executive vice president of global marketing resources and initiatives at Kraft Foods Inc. The panelists stressed the importance of devising a way to measure word of mouth marketing, which can have a huge impact on products in the Internet era. In addition, more emphasis should be placed on intangibles rather than spreadsheets of data.


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