"CORPORATE MYOPIA".

"CORPORATE MYOPIA" still prevents companies from accurately assessing the effectiveness of their marketing programs, says Peter Szarka, principal of the Hudson River Group, Valhalla, N.Y Szarka says too many companies fail to take all factors into account when measuring the results of their programs-attributing increased response to a single factor, such as an advertising campaign, rather than to all the pieces of a program. With analytical tools and models now available, however, it is possible to isolate the contributions of each aspect of a marketing program, he says, and as a result companies can adjust their marketing expenditures to maximize their effects. www.hudsonrivergroup.com