How to Protect Against Marketing Fraud
John A. QuelchHarvard Business SchoolWilliam D. WilsonMarketing Productivity Audits
Marketing Expenditure is growing faster than ever before, fuelled by corporate growth objectives that seek to launch new products, reach new customers, penetrate new channels and expand into new geographies. Marketing is a $450 billion industry. Media advertising expenditures alone reached $250 billion in 2004 in the USA, equivalent to almost $1,000 per capita. Major marketers such as Ford and General Motors spent more than $3 billion each in 2004. Procter & Gamble spent almost $5 billion.
Many question whether marketing is...