oa Journal of Marketing - Marketing metrics : the measure of success
|Article Title||Marketing metrics : the measure of success|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Feb 2007|
|Pages||47 - 49|
|Issue||Feb / Mar 2007|
As pressure grows on marketers to account for investments made by their departments, research by the University of Pretoria's Gordon Institute of Business Science shows to what extent South African companies effectively measure their marketing spend, what correlation there is to short and long-term business results, and to what extent the above are articulated in shareholder value terms.
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