Should acccountability metrics dismiss intermediate effects?

Ged Parton and Jon Harper

This article discusses intermediate (survey-based) measures which, unlike those traditionally used by market researchers, can predict market performance.

Should accountability metrics dismiss intermediate effects?

Ged Parton and Jon Harper

Most marketers would acknowledge that their primary goal is demand creation: to intervene in the mind of the consumer to build or strengthen a relationship, and to intervene...

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