On the Upswing

This article covers results of the 2009 AMA/MMA Marketing Accountability Survey. More marketers than last year said there was "full cooperation" between them and the finance department.

On the Upswing

Douglas Quenqua

With the economy in a tailspin, marketing accountability is enjoying a resurgence, according to new research from the ANA

Marketing executives who have watched their budgets dwindle and their staffs shrink may not feel that they have much to cheer about in the current economy. But the 2009 ANA/MMA Marketing Accountability Survey indicates otherwise, revealing an upside to all the penny-pinching: a growing commitment to marketing accountability best practices, as laid out by the ANA, that could have a lasting impact on how marketing is valued within the company.

According to the survey, cosponsored by...

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