by Michael Perla
"You can't manage what you don't measure" is a saying that will never go out of style. It's not only timeless; it's increasingly critical for marketers to heed. Measurement forces us to be clear and specific and to crisply define our terms. It is the great clarifier in a world of ambiguous and imprecise language. A new book from professors out of the Universities of Pennsylvania and Virginia is one of the best new books about marketing metrics. Titled "Marketing Metrics: 50+ Metrics Every Executive Should Master," the text is a sort of cookbook with must-have recipes for helping marketing managers or executives to design a scorecard, evaluate their business, or better assess market, competitive, and company trends.... cont'd
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