Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Briefing
Les Binet, DDB Matrix & Peter Field, Marketing Consultant
- Executive Summary, Introduction, Conclusions and References
- Budget Setting
- Communications Strategy
- Media Strategy
- Payback and Remuneration
This part will examine the nature and pattern of objectives that should be set for marketing and communications if effectiveness is to be maximised. This should constitute a coherent 'roadmap' of business, brand and communications objectives; no campaign should be developed without this clear statement of objectives and the corresponding measures of success.