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Executive management depends on quantifiable metrics and measurable actions for making decisions about how to run their business more effectively. Manufacturing and finance lend themselves well to rigorous quantification. Unfortunately, marketing traditionally does not. In many business-to-business companies, marketing measurement is primarily carried out at the tactical level. This fails to provide strategic information and insight for making big-picture decisions on how to better manage the company and gain competitive advantage. For most B-to-B companies, measuring brand equity is not perceived as a strategic imperative. In many cases, it isn't measured at all. B-to-B brand equity, however, is something that can be measured and given value.
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