Eight recommendations can help you decide how much, where and in what to invest
No one would deny that helping a company achieve its full profitable growth potential requires great marketing – a sharp understanding of target consumers, insights into their stated and unstated needs, differentiated products and smart positioning to meet those needs and compelling communications, among other things. But great marketing also requires that marketers know how much to spend and where and on what to spend it. As Part 1 of this series revealed, current ROMI approaches and other marketing measurement fall far short on those counts.