This Dissertation Explores The Importance of Marketing Metrics and Measurement Tools. UK Managers and Marketing Productivity. Marketing Metrics and Measurement Tools Dissertation – In recent years, marketing measurement has been at the centre of interest of both academics and practitioners. The reason for these interest lies in the growing importance for marketing to be more accountable, in a pressing business environment. Lack of accountability has led the marketing function to lose credibility amongst firms and therefore budget and importance. Many studies have been conducted on the creation of new measurement theories and on the theorisation of marketing metrics. However, only a few empirical researches have been conducted concerning the analysis of the current situation of marketing measurement and the perceptions that practitioners have of it. This research aims to explore UK companies concerning their current practices in marketing measurement. Furthermore, it investigates th htt...
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