Hendrix, Philip E.
November 2002
Marketing Management;Nov/Dec2002, Vol. 11 Issue 6, p41
Even with an abundance of data available, marketing is handicapped by limited visibility, which undermines performance and contributes to a crisis of confidence. The resulting uncertainty makes it difficult for executives to recognize opportunities and manage marketing effectively. Real-time measurement practices can help organizations improve visibility, rapidly respond to problems and opportunities, and gain an edge over competitors.


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