The Convergence Of Marketing, Finance, And Sourcing In Advertising ROI

This paper represents a management consultant's view of advertising accountability - and explains a best practice to resolve the question of return on marketing communications investment.

The Convergence of Marketing, Finance, and Sourcing in Advertising ROI

Today, all members of the corporate team play an important role

Arthur AndersonandPeggy Mitchell-KingMorgan Anderson Consulting

As one of a marketer's single largest annual investments, marketing...