ESCP Europe

This book on marketing explains the reasons for regular marketing assessment by the whole board, key marketplace metrics, and assessing the firm's state of innovation health. Improved marketing requires employees to change what they do, and the way that they do it. Most companies don't have a clear picture of their marketing performance. Clarity of goals and assessment of performance separate the professional from the amateur; and only the professionals win. This book poses questions to ask, suggests possible measurements to make and details experiences from real companies.