Quality marketing: Making marketing more strategic

Abstract

In various studies over the course of the past year, accountability has surfaced as one of the top issues in marketers' minds today. From the Association of National Advertisers, to Frost {&} Sullivan, to IDC and to the CMO Council, marketing accountability has been front and center at conferences and in papers. The reason is that CEOs are demanding more accountability from marketing.Journal of Digital Asset Management (2007) 3, 71–78. doi:10.1057/palgrave.dam.3650072 [ABSTRACT FROM AUTHOR], Copyright of Journal of Digital Asset Management is the property of Palgrave Macmillan Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright appli)