個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
From Sales Obsession to Marketing Effectiveness
內容大綱
U.S. companies confuse marketing effectiveness with sales effectiveness. Executives determine whether an organization understands and practices marketing by conducting a marketing effectiveness audit. The audit rates marketing effectiveness in each of five major functions: customer philosophy, integrated marketing organization, adequate marketing information, strategic orientation, and operational efficiency. The resulting score tells where the organization falls on a scale ranging from no marketing effectiveness to superior effectiveness.