Marketers need to get out and get under their business models

Argues that many marketing departments spend too much time contemplating what they have done (‘accountability’) or might do (‘approvals’) instead of actually doing it.

Marketers Need to Get Out and Get Under Their Business Models

Tim AmblerLondon Business School

After a false start when dotcom success was measured by the cash burn rate, reality has resumed and genuine web marketing success stories are starting to roll...