ABSTRACT
To analyse an organization thoroughly it needs to be viewed from several perspectives. The next two units examine measures of marketing performance. This unit focuses on marketing measures, the next one looks at more financially orientated measures. In this unit you will:
o Understand the quantitative techniques which can be used to evaluate business performance (see syllabus 2.1)
o Examine customer measures (see syllabus 2.1)
o Consider how to evaluate marketing activities (see syllabus 2.1).
