Marketing Performance Measurement Toolkit, The

Marketers consistently list improved measurement as one of their top goals, but remain dissatisfied with their capabilities. The Marketing Performance Measurement Toolkit helps break through this logjam by providing step-by-step instructions on how to successfully build a marketing performance measurement system that truly meets established needs. The book starts by asking the basic questions. It then moves on to show how to find the answers with detailed lists of information to gather about the business situation, company goals, available resources, and external pressures. Next, the focus shifts to the specifics of marketing performance measurement. The book shows how to use the balanced scoreboard approach to define a business strategy. Final chapters turn to deployment issues, project implementation, and ongoing enhancement. Throughout the book, there are handy worksheets to summarize findings, highlight results, and customize concepts and measurement tools.