Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/107102
Title: | Marketing and measurement |
Other Titles: | BPC future pointers |
Authors: | Caruana, Albert |
Keywords: | Marketing -- Management Communication in marketing Target marketing Marketing -- Social aspects |
Issue Date: | 2009 |
Publisher: | BPC International |
Citation: | Caruana, A. (2009). Marketing and measurement. In BPC Future Pointers (pp. 33-37). Pietà : BPC International. |
Abstract: | Marketing and marketing management has often been described as an art, often shrouded in considerable mystery. Indeed. hearing some managers talk you would almost think that it rests on some secret recipe to which few are privy. Much of this mystery is the result of black holes in our knowledge of what precisely works. Perhaps one of the best known quotes that underline this is that by a successful early mass retailer. John Wanamaker, who said: "I know half my advertising is wasted-I just don't know which half." It underlines the point that we are dealing with a fairly inexact social science. However given the considerable sums spent on marketing activities it is not surprising that more managers are demanding more accountability. |
URI: | https://www.um.edu.mt/library/oar/handle/123456789/107102 |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
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Marketing_and_measurement.pdf | 613.44 kB | Adobe PDF | View/Open |
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