Does marketing measure up to expectations? By Merlin Stone and Jon O'Donnell

IBM has just completed some research into how marketing directors view the world, and in particular their priorities for the next few years. One of their top priorities is something called ‘marketing transformation’. We are not sure that most know what they mean — and to be honest it is a term we are wrestling with too. But the idea is exciting! (Reproduced with permission from Journal of Targeting, Measurement and Analysis for Marketing Vol. 11, 4, 296–298. Copyright Henry Stewart Publications 0967-3237, 2003)

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20 May 2003

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