Does marketing measure up to expectations?

In association with
9th Jun 2003
InsightAdvisor Merlin Stone and Jon O'Donnell, head of telecommunication in the Customer Analytics dividion of IBM Businss Consulting, examine marketing effectiveness; what it is, and how to measure it.

Reproduced with the kind permission of the Journal of Targeting, Measurement and Analysis for Marketing.

First published 2003

MyCustomer.com

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