Getting The Measure Of Marketing
Flora Kokkinaki and Tim Ambler
This article reports on some preliminary findings from the 'Marketing Metrics' project sponsored by the UK's Marketing Council, Marketing Society, Institute of Practitioners in Advertising and London Business School.
Getting The Measure of Marketing
Determining what marketing can and will
achieve
Tim AmblerandFlora KokkinakiLondon Business School
Today marketing is back in vogue as firms rekindle their
search for growth. Salaries are up and professionals are in
demand....
