TITLE

New marketing measures

AUTHOR(S)
Mitchell, Alan
PUB. DATE
April 2004
SOURCE
Brand Strategy;Apr2004, Issue 181, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on the need of industries to develop new measurement tools that analyze customers and not media. Rise of integrated marketing; Stresses the need of marketers to understand the overall impact of their customer-facing, customer touching activities; Aspirations for a new brand of company, independent of advertising, direct marketing looking at the total customer experience and measuring return on customer investment.
ACCESSION #
12824774

 

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