Overview of Marketing in the Era of Accountability

The IPA Effectiveness Awards are well known for being the world’s most rigorous effectiveness awards scheme, which has enabled the IPA to build up a huge database of information on the factors that make marketing work.

Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Overview

Les Binet, DDB Matrix & Peter Field, Marketing Consultant


  1. Executive Summary, Introduction, Conclusions and References

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