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

市场营销在社会中发挥着有用的作用，它识别客户的需求，将公司的资源集中在满足这些需求上，并向客户传达如何最好地获得可用产品来满足他们的需求。如果没有良好的衡量标准，营销就会支离破碎，效率低下。通过改进营销努力的衡量标准，将减少浪费，从而在澳大利亚市场带来更高的利润和更多的关注度，并提高客户满意度。在全球市场，澳大利亚公司将能够获得必要的工具，以帮助他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.