"The subject matter is critical and Ambler's ideas are provocative." Philip Kotler is "the best and most important book for a senior manager who is interested in understanding the impact of marketing on his organization." Marketing Journal, January 04 Marketing is not really different, nor impossible to measure really. It's an investment.

Unless you can measure its impact, you are wasting your money. Select the appropriate metrics for your company and make sure that a regular marketing evaluation is done by top management to keep performance on track.

Here, for the first time, is a book explaining "why" as well as "what" and "how" of marketing metrics. How much attention does the board give you to cash flow sources? Maybe what is not measured is not always what happens but it is a beginning.

This book explains the reasons for regular market assessment by the entire board, key market metrics, and an assessment of the company's innovation status. Improved marketing requires employees to change what they do and how they do it.

Most companies do not have a clear picture of their marketing performance. Now is the time to see what you are doing.

Clarity of goals and performance evaluation professional separation of amateurs; professionals only win. "The time has come for marketing to stop, and literally, this book is the empowering element, it is not full of procedural rules, instead it asks questions to ask, suggests possible measurements of experiences and details from real companies.

In order "to make marketing accountable. It is important for future marketing. "Market Leader" blueprint for the marketer to impress the boss in how to measure the value of their efforts.

The numbers were not very pleasant for a long time. Buy this book.

"Brand Republic" marketers need to be more accountable, and this book shows them not only how to provide success metrics but also how to achieve top management consensus about investing in marketing. "Ken Bishop, Marketing Director, IBM UK" This is a succinct, intelligent and clever book on a very important subject. It should be read by all top managers and marketers "Professor Hugh Davidson, Cranfield School of Management" This book is a big step forward in assessing marketing impacts - an area lacking regular performance management.

"Sir John Egan, CBI

I want that book.