How to fill the accountability gap in demand creation

Accountability is management's new mantra. The challenge comes from the fact that currently each discipline within the marketing communications plan is measured differently, so there can be no composite scorecard.

How to Fill the Accountability Gap in Demand Creation

Eric EinhornMcCann Worldgroup

THE MARKETING WORLDhas elevated the word “accountability” to a new crisis level precisely because we just cannot get our arms around it. It seems beyond our...