Letters to the Editor

Measuring marketing requires targets, tracking

Great stories on a complex subject: tourism marketing.

The question, "Are we spending enough?," prompts preliminary discussion. What are the quantitative objectives? (I don't mean warm, fuzzy, feel-good stuff.) Do we have a procedure for monitoring results and building a database?

Mathematical models can be constructed to examine the feasibility of meeting objectives at various budget levels and initiate tracking systems. Then we can determine whether we are spending enough.

John P. McLaughlin Hilton Head Island

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