New marketing measures

Mitchell, Alan
April 2004
Brand Strategy;Apr2004, Issue 181, p9
Trade Publication
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.


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