Viewpoint - Measuring the right things

Marketing in the era of accountability : identifying the marketing practices and metrics that truly increase profitability

Binet, Les, (2007)

Focus: Ad metrics - The conflict between accountability and effectiveness - Which metrics are key? New case study analysis shows focus on 'hard' measures is the key to success.

Binet, Les, (2007)

Focus: Marketing accountability in recession - Stress on accountability can be risky in a recession - The measures many brands take in a downturn, such as cutting prices and TV ads, do more harm than good.

Binet, Les, (2009)