To provide a full view of marketing’s impact, the authors suggest creating a marketing road map that illustrates: the efficiency and effectiveness of marketing campaigns, the role of marketing programs in driving sales and satisfaction, the value of the brand and capabilities, and the impact of marketing-related activities in other functions.
Content: Article
Authors: Christine Moorman, Paul Magill
Source: Harvard Business Review
Subject: Marketing / Sales
Authors: Christine Moorman, Paul Magill
Source: Harvard Business Review
Subject: Marketing / Sales
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