Reviews
There's no doubt that marketing is under pressure to perform better and perform with proof. Naras Eechambadi does not indulge in the standard marketer's whine about being underappreciated and underfunded. Instead, he provides a very comprehensive description of marketing's challenges along with evidence of early accomplishments in the form of case studies from Samsung, Gillette, Harrah's, Royal Bank of Canada, Starbucks, Bank of America and more.

His commitment to marketing evolution--through assessment to strategy to discipline, all the way to greater organizational investment--is not overenthusiastic but grounded in the potential inherent in current marketing metrics. Loyalty and retention efforts need to be translated into the financial terms of reduced service cost and increased profitability, and presented with requests for marketing budgets, for example. Use High Performance Marketing as your primer to the New Marketing.

Kelly Shermach,
Marketing Journalist (Chicago) 

Previous Review | Next Review