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How to Fill the Accountability Gap in Demand Creation

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  • EINHORN, ERIC

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.

Suggested Citation

  • Einhorn, Eric, 2004. "How to Fill the Accountability Gap in Demand Creation," Journal of Advertising Research, Cambridge University Press, vol. 44(3), pages 255-261, September.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:03:p:255-261_04
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