Why are intermediate marketing measures and metrics necessary? Why isn’t it possible to go directly from marketing actions and expenditures to financial results? If you could go directly from mar- keting actions and expenditures to financial results, would there still be a need for intermediate measures? Why or why not?

Why are intermediate marketing measures and metrics necessary? Why isn’t it possible to go directly from marketing actions and expenditures to financial results? If you could go directly from mar- keting actions and expenditures to financial results, would there still be a need for intermediate measures? Why or why not?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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