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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.