Marketing Accountability:How to Measure Marketing Effectiveness

The recession currently being experienced by all nations has thrown the issue of marketing accountability into greater focus. Experience from three previous recessions in past 50 years shows that one of the first actions of organizations suffering a downturn is to make what appear to be easy cuts in planned expenditure in the domain of marketing. Without a toolkit or in-depth research to provide the evidence that such cuts damage the organizations’ chances of survival, this will continue to be the preferred response to crises. There is therefore, a pressing need for the kind of research spelled out in this book.