11. Organizing to Manage CVA®
There has been a long-held and enduring interest in improving measures of marketing accountability and, at the same time, a singular lack of progress—according to the studies cited in Chapter 1, “Marketing and Financial Performance.” There is great desire to improve the measurement of marketing return; but, satisfactory results are achieved by only a few such as Cisco, Sony, and other organizations represented in this book.
How can that happen?
For any action to take place, many factors must be in alignment such as objectives, effort, and capabilities. Over the past ten years, there have been numerous surveys of managers conducted by several organizations such as the Association of National Advertisers (ANA), ...
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