Stress on accountability can be dangerous in a recession

In their analysis of IPA case histories published in 2007 (Marketing in the Era of Accountability), the authors found that metrics commonly used to drive accountability were flawed and led to inefficiency.

Stress on accountability can be dangerous in a recession

Les Binet and Peter Field

Plus ça change, plus c'est la même chose. Clearly, much has changed from an economic standpoint since we published Marketing in the Era of Accountability (1) two years ago, but many of the threats to marketing effectiveness remain the same.

A robust economy has been replaced by one that is contracting sharply, and many predict a looming recession as severe as that in 1981–82.

Against this backdrop, the pressure for demonstrable accountability of marketing activity has inevitably grown: what was...

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