1996 | OriginalPaper | Buchkapitel
Creating Value from Brands and Customers
‘Without an individual to take ownership, nobody’s accountable’
verfasst von : Stewart Pearson
Erschienen in: Building Brands Directly
Verlag: Palgrave Macmillan UK
Enthalten in: Professional Book Archive
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There is no direct link between the value of a company and the effectiveness of its marketing. It is vital to create this link. If company value is the objective of marketing strategy, and the measure of marketing effectiveness, marketing can be treated as a strategic investment and can regain a critical role in company direction.