'CORPORATE MYOPIA'.

• Position: Peter Szarka of Hudson River Group - Brief Article

"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...