How do I monitor my marketing campaign?

Think you have a great campaign in the marketplace with no need to monitor its implementation? You could pay a heavy price for skipping straight to evaluation.....

..... monitoring what is actually happening in the market versus what you originally planned, can provide invaluable information with which to increase the effectiveness of your activity, either within the current campaign or for the future. This guide will summarise the role of monitoring, how to plan it and the key techniques available.