Measuring Marketing Effectiveness: State of the Art, Current Practice and Areas of Leverage

市场营销在社会中扮演着一个有用的角色，它通过识别客户的需求，集中公司的资源来满足这些需求，并与客户沟通如何最好地获得满足他们需求的产品。 没有好的指标，营销是分散和无效的。 通过改进对营销工作的衡量，将减少浪费，从而提高澳大利亚市场的利润和重点，并提高客户满意度。 在全球市场上，澳大利亚公司将获得必要的工具，帮助它们更好地满足海外客户的需求，从而改善出口业绩。

Marketing performs a useful role in society by identifying customer needs, focusing the resources of the firm towards meeting those needs, and communicating to customers how best to access the products available to fulfill their needs. Without good metrics marketing is fragmented and ineffective. By improving the measurement of marketing effort there will be less waste, resulting in higher profits and greater focus and improved customer satisfaction within Australian markets. In global markets, Australian firms will have access to the tools necessary to assist them to better meet the needs of overseas' customers, resulting in improved export performance.