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Connecting Marketing Metrics to Financial Consequences
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******************************** Connecting Marketing Metrics to Financial Consequences http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1073 Marketers are happy speaking their own language, replete with jargon like "awareness," "share of requirements" and "customer satisfaction." Such terminology works fine in the marketing department and with the advertising professionals who execute marketing plans. But there's a translation problem between that language and the language of profitability and stock price which is the mother tongue of corporate CEOs. "CEOs want to know what a 5% increase in customer satisfaction will do for the bottom line," says Wharton marketing professor David Reibstein, who talked about "Linking Marketing Metrics to Financial Consequences" at the Wharton Marketing Conference on October 15.
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