search query: @indexterm Business communication / total: 59
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| Author: | Einhorn, E. |
| Title: | How to fill the accountability gap in demand creation |
| Journal: | Journal of Advertising Research
2004 : SEP/OCT, VOL 44:3, p. 255-261 |
| Index terms: | Marketing Management Business communication Strategy Planning Models |
| Language: | eng |
| Abstract: | Accountability is management's new mantra. The challenge comes from the fact that currently each discipline within the marketing communications (hereafter as: m-ting. comms.) plan is measured differently, without any composite scorecard. McCann introduces two models, based on seven Universal Marketing Drivers assessing how these drivers work in tandem, in a discipline-neutral manner. These models can help marketers assess the contributions of each of the diverse disciplines within a m-ting. comms. plan and accurately allocate resources to best deliver strategic priorities. |
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