The Convergence of Marketing, Finance, and Sourcing in Advertising ROI
Today, all members of the corporate team play an important role
Arthur AndersonandPeggy Mitchell-KingMorgan Anderson Consulting
As one of a marketer's single largest annual investments, marketing communications has recently come under the corporate microscope with increased scrutiny. And for good reason. The dilemma is that marketing communications, particularly advertising, has such inherent customer and brand leverage yet costs so much, often without business metrics and accountability.
In our efforts as specialty management consultants with major global marketers, we have determined that, with a disciplined, focused, and substantive...