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Marketing Effectiveness: Applying Marketing Science for Brand Growth by Sorin Patilinet, Jane Wakely — Free eBook

• Page: 264
• Format: pdf / epub / kindle
• ISBN: 9781398621060
• Publisher: Kogan Page, Ltd.

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Overview In recent years with tightening budgets, an explosion of data points and advancements in analytical methods, marketers are now more than ever expected to deliver quantifiable results. This is where marketing effectiveness comes in.

Contrary to popular belief marketing effectiveness is not just about the measuring of ROI. The lens of effectiveness must be applied to all marketing mix elements, from strategy to pricing and product, to media and advertising. It's a strategic shift that...