The subject of the book Moneyball: The art of winning an unfair game, written by Michael Lewis and published in 2003, revolves around the Oakland Athletics baseball team and its manager, Billy Beane. In 2011, a film based on the book was released, starring Brad Pitt. Whether you have read the book or seen the movie, the message you must have stumbled upon is the same: Moneyball delivers a business lesson. You have to know your limits, establish your objectives and create business strategy to attain your goals.
Continuing the review of Professor Tim Ambler’s book, Marketing and the Bottom Line, we now focus on a very interesting topic in the context of marketing performance measurement, in particular and performance measurement, in general, which is the process of performance assessment itself.
Professor Tim Ambler from the London Business School is one of the leading authorities in marketing performance measurement and investigating the impact of marketing on finance. In his 2003 book,‘Marketing and the Bottom Line’, he explores aspects such as marketing metrics, performance of the marketing mix, innovation performance and brand equity.
