A common saying among managers is "if we can'tmeasure it, we can't manage it.• Is there such a thingas an overreliance on marketing metrics? Are therecases or specific aspects of marketing where a singleminded focus on metrics is inappropriate or detrimentalto the firm?
A common saying among managers is "if we can'tmeasure it, we can't manage it.• Is there such a thingas an overreliance on marketing metrics? Are therecases or specific aspects of marketing where a singleminded focus on metrics is inappropriate or detrimentalto the firm?
Chapter6: Target Markets: Segmentation And Evaluation
Section: Chapter Questions
Problem 1SC
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A common saying among managers is "if we can't
measure it, we can't manage it.• Is there such a thing
as an overreliance on marketing metrics? Are there
cases or specific aspects of marketing where a singleminded focus on metrics is inappropriate or detrimental
to the firm?
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