Implementing the ‘connect the dots’ approach to marketing communication

Scott Bailey, Bill Cole and Don E Schultz

Measurement of the impact and effects of advertising and other forms of marketing communication have been long-time goals of most marketing organisations.

Measuring ROI
Integration strategy

Implementing The 'Connect The Dots' Approach To Marketing Communication

Don E. Schultz Northwestern UniversityBill Cole TargetbaseScott Bailey Targetbase

INTRODUCTION

In 1998, Hayman and Schultz presented a concept at the Advertising Research Foundation...

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