There are many ways in which organisations measure their marketing effectiveness

There are many ways in which organisations measure their marketing effectiveness mostly bundled under the generic title of “Metrics”. For your first assignment you are to write a report on where academic and practitioner thinking is going in the area of Consumer Mindset Metrics which is an emerging challenge for organisations the world over.
You are required to provide a detailed analysis and critique of the thinking behind the concept and then the implications for marketing practitioners. Reading the papers provided is the start, and you need to read around the subject, explore the key readings over and above the papers sourced here for you to really demonstrate your abilities as a rigorous, critical thinking marketer.