Narrow search
Showing 1 - 10 of 103
Cover Image
Marketing in the era of accountability : identifying the marketing practices and metrics that truly increase profitability
Binet, Les; Field, Peter - 2007
Persistent link: https://www.econbiz.de/10004895488
Cover Image
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; Field, Peter - In: ADMAP : for decisionmakers in advertising, marketing, … (2007), pp. 22-24
Persistent link: https://www.econbiz.de/10007748158
Cover Image
Viewpoint - Measuring the right things
Binet, Les; Field, Peter - In: International journal of market research : JMRS ; the … 49 (2007) 5, pp. 545
Persistent link: https://www.econbiz.de/10007871346
Cover Image
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; Field, Peter - In: ADMAP : for decisionmakers in advertising, marketing, … (2009), pp. 16-19
Persistent link: https://www.econbiz.de/10008261605
Cover Image
Empirical Generalizations about Advertising Campaign Success
Binet, Les; Field, Peter - In: Journal of advertising research 49 (2009) 2, pp. 130-133
Persistent link: https://www.econbiz.de/10008273051
Cover Image
Empirical generalizations about advertising campaign success
Binet, Les; Field, Peter - In: Journal of advertising research 49 (2009) 2, pp. 130-133
Persistent link: https://www.econbiz.de/10003860387
Cover Image
Brand immortality : how brands can live long and prosper
Pringle, Hamish - 2008
Persistent link: https://www.econbiz.de/10013530635
Cover Image
Learning from case studies of effectiveness
Field, Peter - In: The Sage handbook of advertising, (pp. 199-213). 2007
Persistent link: https://www.econbiz.de/10003570473
Cover Image
Adjusting to the end of the boom
Field, Peter - In: Euromoney (1983), pp. 153-154
Persistent link: https://www.econbiz.de/10003548378