Is your marketing profitable?

Is your marketing profitable? A straight-forward question, you might think. But, then again maybe not - perhaps it takes 552 pages written by an eminent professor to illuminate the payback from marketing. Well, read the review of A review of ‘Marketing Payback’ by Robert Shaw and David Merrick to find out.

The authors tell us that such words as; ‘unaccountable’, ‘untouchable’, ‘expensive’ and ‘slippery’ are commonly used to describe marketing. This grim reality is certain to upset any marketing professional.Measuring the effectiveness of marketing has been on the agenda for some time.

However, when Phillip Kotler - a name known to almost every student of marketing for over quarter of a century - puts his endorsement on the cover of a book about marketing's payback you know the idea is about to become mainstream....

...read the book review.