Software review: Measuring the overall effectiveness of marketing (Part 1)

This paper, which has been divided into two parts, explores how the uses of measurement systems have been evolving in marketing. The first part starts by looking at the impact of implementing corporate strategies on marketing and the development of marketing customer communication strategies. The second part of the paper looks at the types of metrics that are being used to monitor the impact of these communication strategies and issues associated with implementing these measurement systems and the types of technology that are being used to underpin the business requirements.