( 6 reviews )
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Posted: Apr 11 2008
Great book that clearly explains how to define and use appropriate and impactful marketing measures. A must read for those tasked with developing marketing measurements.
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( 1 of 1 found this review helpful ) Posted: Feb 12 2006
This book is a great resource for anyone who wonders what C-level executives REALLY think of Marketing - and more importantly what they want Marketing to deliver. Naras Eechambadi's prescriptions and models provide a useful roadmap for marketers at all levels seeking the route to success - and he uses case studies and examples extensively to illustrate his points. A very worthwhile read for anyone - at any level - struggling to express and deliver on the true value of Marketing.
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( 2 of 2 found this review helpful ) Posted: Jan 4 2006
Marketing is in crisis, and Naras Eechambadi has revealed one of the main reasons: There's a wealth of marketing information out there, but not enough managers qualified - or willing - to use it. Yes, sixty years after the wide acceptance of the "marketing principle," that is, that companies succeed by selling customers what customers want, we see more unhappy consumers than ever before. Because of globalization and Enron-type scandals, finance has again risen to top priority in corporate boardrooms, at the expense of marketing. In other words, marketers can't even market marketing! And ironically, the financial bean-counters are leaving money on the table by driving customers away. As a business educator, I accept some blame for this. I'm glad to see Eechambadi put forth these good remedies.
