TITLE

What Does Marketing Success Look Like?

AUTHOR(S)
Ambler, Tim
PUB. DATE
March 2001
SOURCE
Marketing Management;Spring2001, Vol. 10 Issue 1, p12
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Simply put, market health leads to corporate wealth. After all, where else does the cash come from? Thus, for real marketing success, CEOs should spend more time on the lead indicators and less on the outcomes. As part of our 30-month research project, we reviewed norms for regular marketing assessment and examined the key metrics. We conclude that the health of the internal market (employees) needs to be monitored alongside the external (customers). Further, we supply five recommendations to improve a firm's marketing assessment system and maximize brand equity.
ACCESSION #
4461331

 

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