haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 364 / 1883
| Tekijä: | McDonald, C. Kennedy, R. |
| Otsikko: | How to measure ordinary marketing |
| Lehti: | Admap
2004 : MAY, VOL. 39:5 (450), p. 39-42 |
| Asiasana: | advertising effectiveness marketing measurement sales |
| Kieli: | eng |
| Tiivistelmä: | It is argued in this paper that most marketing shows little effect on sales, but this does not mean it is not working. Single-source data are key to recognising real campaign effects when "nothing" seems to happen. |
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