oa Journal of Marketing - Marketing metrics : measuring the effectiveness of marketing programmes : services SETA
Marketers face a challenge to motivate their investments in marketing programmes by providing appropriate measures of their effectiveness. Often this challenge is due to the fact that, typically, marketing requires current investments for future benefits, but these marketing investments are treated as current expenses by accountants. However, for marketers to regain their seat at the boardroom table, they need to be more accountable, by measuring their activities and demonstrating their contribution to the organisation.
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