Steps to accountability

Abu-Shalback Zid, Linda
July 2005
Marketing Management;Jul/Aug2005, Vol. 14 Issue 4, p6
This article discusses a survey conducted by the Association of National Advertisers Inc. in the U.S. in 2005, which revealed that accountability is the most important marketing priority for senior marketing executives. The survey asked 111 marketing executives to choose their top three issues from a list and then rank them by importance. Of the respondents, 61 indicated greater concern for accountability than any other issue. Building strong brand franchises and integrated marketing communications were a close second and third, with 48 and 45 responses, respectively. In 2004, the annual survey found that building strong brand franchises was at the top of the surveyed marketers' lists, with accountability coming in as the second-ranked concern.


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