"The subject is critically important and Ambler's ideas are provocative."   
                                                                                       Philip Kotler

" Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."
                                                    Journal of Marketing, January 04

Marketing really isn't different, and it really isn't impossible to measure. It¿s an investment. Unless you can measure its impact, you're wasting your money.

Select the right metrics for your company and ensure a regular assessment of marketing by top management in order to keep performance on track. Here, for the first time, is a book that explains the "why" as well as the "what" and the "how" of marketing metrics.

"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management."  Sir John Egan, CBI