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The other half

机译：另一半

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Department store magnate John Wanamaker used to lament that half the money he spent on advertising was wasted - but he never knew which half.rnIt's a common frustration in business, and one that helps explain why marketing budgets are among the first to be cut when times are tough. The accounting profession, which came to marketing late and only began to take it seriously in the past decade, is especially susceptible to this sort of slash-and-burn reaction.rnWhile marketing, with its mysterious goals of "brand-building" and "gaining mindshare," may seem like a tempting area for reducing expenses, accounting firms need to think carefully before reaching for the knife. In the current economic environment, cuts can - and, perhaps, must - be made, but they should come as part of an effort to sharpen and focus the firm's marketing strategies.rnThe fact is that business in general, and the business of marketing in particular, have come a long way since Wanamaker's day. A vast array of new marketing techniques make it easier and often cheaper to reach your audience, while new information-gathering and analysis capabilities make it possible to calculate the value of your firm's marketing efforts.
机译：百货公司巨头约翰·瓦纳梅克（John Wanamaker）曾经感叹自己浪费在广告上的钱有一半被浪费了，但他却不知道哪一半被浪费掉了。这是企业普遍的挫败感，这有助于解释为什么营销预算是在某些时候最先削减的预算之一很难。会计专业进入市场的时间很晚，并且在过去十年才开始受到重视。这种职业特别容易受到这种刻板的反应。rnm市场营销的神秘目标是“建立品牌”和“ ”，这似乎是减少开支的诱人领域，会计师事务所在考虑之前，必须仔细考虑。在当前的经济环境中，可以（也许是必须）进行裁员，但裁员应作为提高公司营销策略并使其重点的努力的一部分。特别是自Wanamaker时代以来已经走了很长一段路。各种各样的新营销技术可以更轻松且通常更便宜地吸引您的受众，而新的信息收集和分析功能则可以计算公司营销工作的价值。

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    《Accounting Technology》 |2009年第2期|1-1|共1页
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