Marketing effectiveness
In a world of uncertainty and change, the need to measure the effectiveness of marketing activity is now central to survival. And marketing expertise should ideally be represented at board level in order to ensure competitive survival.
There is a growing body of knowledge on how to approach marketing effectiveness that is suggesting stricter ways to measure both the short- and long-term financial impact of marketing campaigns.
The agenda paper in this section looks at hard-edged marketing and how best to make marketing decisions based on return on investment.
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