HARNESSING MARKETING TO THE BOTTOM LINE

Abstract

Many companies pigeon‐hole marketing as a non‐value adding activity. But an auditing framework developed with 600 managers is putting marketing measurement on the senior executive agenda. Users include First Direct, Sainsbury and SmithKline Beecham.

Citation

Chambers, A. and Parkinson, S. (1998), "HARNESSING MARKETING TO THE BOTTOM LINE", Measuring Business Excellence, Vol. 2 No. 1, pp. 40-44. https://doi.org/10.1108/eb025518