| Author: | |
| Title: | Marketing ROI: making accountability work |
| Journal: | Admap
2004 : VOL. 39:3, p. 18-19 |
| Index terms: | Accountability Data banks Marketing management Return on investment |
| Language: | eng |
| Abstract: | This is a pretext for a series of articles dealing with accountability in marketing. Accountability means different things to different people and in this text some of the different dimensions are previewed: sort and long term, modelling approach, test and measure approach, and the help of internet and databanks. |
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