Rediscovering the Master, John D. C. Little: A global approach to marketing ROI analytics

Lisa Wellington of the Coca-Cola Company outlines the approach to marketing ROI analytics used by the soft drinks giant.

Rediscovering the Master, John D. C. Little: A global approach to marketing ROI analytics

Lisa WellingtonThe Coca-Cola Company

Research Topic: Global Research – Challenges, Solutions and Insights

As global business issues are becoming more important, we want to hear about the work you are doing. We invite you to share research on the following global issues:

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Abstract

Three...

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