"If you can't measure it, you can't manage it" said Peter Drucker. This statement applies as much to the Marketing function as it does to every other part of business. However, the statement does not say that "If you can measure it, you can manage it", and that is certainly true of marketing. Measuring marketing performance does not guarantee good management, but is an indicator of management performance.
Marketing, which generates profit by anticipating and satisfying customer demand, requires considerable investment in money and resources, and is at the heart of every business.
