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How to Fill the Accountability Gap in Demand Creation

Published online by Cambridge University Press:  31 January 2005

ERIC EINHORN
ERIC EINHORN
Affiliation:
McCann Worldgroup, [email protected]
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Abstract

Accountability is management's new mantra. The challenge comes from the fact that currently each discipline within the marketing communications plan is measured differently, so there can be no composite scorecard. McCann introduces two models, based on seven Universal Marketing Drivers that assess how these drivers work in tandem, in a discipline-neutral manner. These models can help marketers assess the contributions of each of the diverse disciplines within a marketing communications plan and accurately allocate resources to best deliver strategic priorities.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 3 , September 2004 , pp. 255 - 261
Copyright
© Copyright © 1960-2004, The ARF

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References

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