How to protect against marketing fraud

John A. Quelch and William D. Wilson

Marketing fraud remains a serious problem, even though accountancy practices have been improved to eliminate bad practices and legal frameworks have been tightened (e.g.

Auditing & evaluating agencies
Accountability, C-Suite relations
Marketing budgets
Strategy

How to Protect Against Marketing Fraud

John A. QuelchHarvard Business SchoolWilliam D. WilsonMarketing Productivity Audits

Marketing Expenditure is growing faster than ever before, fuelled by corporate growth objectives that seek to launch new products,...

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