Marketers in professional service industries lag behind our corporate counterparts in the ability to definitively measure the return on our marketing investment. While “Jobs Won” is the ultimate criteria for measuring marketing success, it does not help distinguish the elements of your marketing effort that are most effective from those that are inefficient and a waste of time. This book will help you begin evaluating your marketing effort by providing guidelines to develop marketing initiatives that can be measured. To download charts used in this book, contact firstname.lastname@example.org
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