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Title: Finally a guide to measuring marketing effectiveness
Review: Bravo! This is a well-written and informative book that provides the tools to measure marketing effectiveness and hold marketers accountable. Ambler provides diagnostic questions, real company examples and implementation plans, which help the reader translate theory into practice. It is this focus on practical implementation that I found particularly valuable and makes this book stand out from the other business texts. In addition, Ambler's style is to simplify and clarify a lot of the marketing jargon which makes it relevant to a broad base of readers while still remaining substantial enough to the most skilled marketers. A must-read for board members, management and marketers.
