Stress on accountability can be dangerous in a recession
Les Binet and Peter Field
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...
