search query: @indexterm ACCOUNTABILITY / total: 184
reference: 56 / 184
| Author: | |
| Title: | How will we know what we've achieved? |
| Journal: | Admap
2004 : VOL. 39:9, p. 157 |
| Index terms: | Accountability Marketing management Value analysis |
| Language: | eng |
| Abstract: | The article is a pretext for a series of articles concerning accountability in the field of marketing communications. It deals with issues like maximising shareholder value, multimedia and multichannel effects and marketing accountability in general. The aim with accountability is to find the golden way where you can focus on the business and profits but at the same time also take into account measures of brand health. |
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