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Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability Paperback – 21 May 2007

5.0 out of 5 stars 1 customer review

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Product details

  • Paperback: 128 pages
  • Publisher: World Advertising Research Center (21 May 2007)
  • Language: English
  • ISBN-10: 1841161985
  • ISBN-13: 978-1841161983
  • Package Dimensions: 29.2 x 20.6 x 1 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,233,911 in Books (See Top 100 in Books)
  • If you are a seller for this product, would you like to suggest updates through seller support?

  • See Complete Table of Contents

Product description


"Since I saw a taste of the data presented at an Admap conference,
I've been waiting for the full story. It's well worth the wait: this is a
really compelling analysis that every marketing and ad executive should
read." -- Roderick White, Editor - Admap

"The authors have hit all the right buttons with this book. They
explain how the phrase `ROI' is abused by most people who utter it and how,
precisely, something can be done about it."
-- Andrew Green, Director of Strategic Insights - ZenithOptimedia

About the Author

Les Binet heads DDB Matrix, DDB London's in-house
econometrics consultancy. He has worked for clients including Unilever,
Heinz, Nestlé, Volkswagen, Kraft, Sony, AXA and Anheuser Busch. Les has won
more IPA Effectiveness Awards than any individual in the history of the
competition and helped design the IPA dataBANK.

Peter Field led the account planning departments at Bates and Grey
before becoming a marketing consultant. He also runs the Express Train
training partnership and helped establish Eatbigfish, the challenger brand
consultancy. Peter set up the IPA dataBANK and has written widely on
learning from the case studies.

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on 15 February 2008
Format: Paperback|Verified Purchase
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Amazon.com: 5.0 out of 5 stars 1 reviews
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5.0 out of 5 starsCast-iron genius
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Format: Paperback|Verified Purchase