About Marketing Metrics in Action Talk about marketing accountability has become almost commonplace. And most marketing executives get it. They understand the need to know the numbers. The real question is, Which numbers? Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization answers those questions and addresses those problems with a balance of sound theory and technique and practical application. The author, a veteran of marketing on both sides, the client side and the consultant side, explains how you need to make marketing metrics work for you. First, every company s product makeup, competitive situation, resources, and internal strengths and weaknesses differ. So do its needs for particular metrics. It is necessary to be able to identify which metrics matter to your organization s circumstances. Next it is necessary to create a culture of accountability. Everyone in the organization has to be and be seen as being on the same side and on...

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