Overview
Since the 1st edition of this book, new technologies, including social and digital media, have grown dramatically, providing marketers with additional tools they can use for engaging with target audiences. This 2nd edition discusses these new topics and associated measures, as well as reorganizes and updates the measures from the 1st edition. Each of the books metrics are essential for measuring the performance of an organization\'s marketing investments. CEOs and CFOs regularly ask "what measure can I use to determine if my company\'s marketing is effective?" The answer is that there is no single measure that accomplishes this.\xa0 Today\'s companies are expected to demonstrate consistent, positive growth and responsible financial performance.\xa0 Likewise, marketing managers must show a clear return on investment for the plans they recommend.\xa0\xa0 Marketing activities must align with the company\'s overall strategic and financial goals. The challenge is to know what marketing activity to measure and when since, as companies grow, customers\' expectations shift and market conditions change, requiring marketers to adapt their strategy and adjust tactics accordingly.
