Accountable marketing
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Accountable Marketing is a business practice that involves making the marketing activities of a company more accountable. Different names have been given to this process, such as: Marketing Performance Measurement, Marketing Performance Management, Marketing Accountability, Marketing ROI, 'ROMI, or Accountable Marketing.
Peter J. Rosenwald wrote a book about it in 2004. He was preceded by Simon Broadbent with his book about Accountable Advertising, published in 1997. Rosenwald starts his book with: "the process by which we can plan and measure our marketing initiatives for greater marketing success".[1]
[edit] References
- ^ www.focus-worldwide.com/pdf/Accountable%20Marketing.pdf
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