Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Measurement
Les Binet, DDB Matrix & Peter Field, Marketing Consultant
Contents
- Executive Summary, Introduction, Conclusions and References
- Briefing
- Budget Setting
- Communications Strategy
- Media Strategy
- Measurement
- Payback and Remuneration
This part will seek to demonstrate which approaches to the measurement of marketing effects are most accountable (i.e. are most convincing), as well as those that promote effectiveness most strongly (i.e. are most linked to business success). In doing so, it will review the theories of communications effects that have shaped contemporary practice –...