TITLE

Building Blocks

AUTHOR(S)
LaPointe, Pat
PUB. DATE
May 2007
SOURCE
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p19
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Marketing and finance must be aligned before the CEO can authorize any significant increase in marketing investment levels. Yet most often, effective marketing/finance relationships depend on strong personal ties between CMO and chief financial officer (CFO). If good chemistry isn't an option in your world, you'll need a backup plan. This article offers 10 suggested building blocks to better collaboration between CMO and CFO on the measurement of marketing payback.
ACCESSION #
26225168

 

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