measuring tape
the marketing performance measurement toolkit
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 .