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How to Fill the Accountability Gap in Demand Creation

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  • EINHORN, ERIC
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    Abstract

    Accountability is management s new mantra. The challenge comes from the fact that currently each discipline within the marketing communications plan is measured differently, so there can be no composite scorecard. McCann introduces two models, based on seven Universal Marketing Drivers that assess how these drivers work in tandem, in a discipline-neutral manner. These models can help marketers assess the contributions of each of the diverse disciplines within a marketing communications plan and accurately allocate resources to best deliver strategic priorities.

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    File URL: http://journals.cambridge.org/abstract_S0021849904040310
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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 44 (2004)
    Issue (Month): 03 (September)
    Pages: 255-261

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    Handle: RePEc:cup:jadres:v:44:y:2004:i:03:p:255-261_04

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