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
- Executive Summary, Introduction, Conclusions and References
- Budget Setting
- Communications Strategy
- Media Strategy
- Payback and Remuneration
The IPA Effectiveness Awards are well known for being the world’s most rigorous effectiveness awards scheme. What is less well known is that the competition has enabled the IPA to build up a huge database of confidential information on the factors that make marketing work. This publication outlines an analysis of that...