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Author Byron Hanson , David H. Henard , Michael A. Stanko , Charan K. Bagga , Neil T. Bendl
Too often, great products fail because customers do not recognize the value that they create. Although we now have ample insight into how customers evaluate new products, many companies focus primarily on creating value -- without enough regard to how customers rec....
Release Date 2016/04 -
The Metrics That Marketers Muddle
Author Charan K. Bagga , Neil T. Bendle
A big challenge for marketing is demonstrating its business value. As the finance function becomes more powerful within companies, some see marketing’s influence as declining. One major reason is the difficulty of measuring its impact. The article has two pur....
Release Date 2016/04