How Good Is Your Marketing?: Managing Your Marketing Resources (Electronic book text)

Marketing must be efficient, effective and accountable. This book is designed for all those who are responsible for marketing, and want to know how to get the best out of their marketing organization and assets. Included are questions, checklists and procedures that can be used by marketers and non marketers at every level, in businesses large and small. This book provides a process for managing marketing assets and resources effectively, including how to organize tasks and resources, and how to measure marketing performance, the return on investment and to assist decision making and accountability. "How Good is Your Marketing " identifies what Chief Marketing Officers need to know, what they should know and what questions they need to ask.