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Few companies have embraced best practices for assessing the effectiveness of their marketing budgets.
CFO Staff, CFO Magazine
May 1, 2009
Companies have long struggled to assess the effectiveness of their marketing budgets, and a recent survey by McKinsey & Co. suggests that there has been little progress. Asked whether, and to what degree, they review the impact of what they spend, nearly 600 chief marketing officers and other executives indicated that few companies in either the business-to-business or business-to-consumer worlds have embraced best practices.