Marketers aiming for strong returns should start seeing themselves as investment managers for their marketing budgets. That may be more difficult and time consuming than relying solely on old rules of thumb or new analytic approaches, but it is the only answer in today’s marketing environment.
Content: Article
Authors: David C. Court, Jesko Perrey, Jonathan W. Gordon
Source: McKinsey Quarterly
Subject: Marketing / Sales
Authors: David C. Court, Jesko Perrey, Jonathan W. Gordon
Source: McKinsey Quarterly
Subject: Marketing / Sales
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