Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability - Tapa blanda

Biografía del autor

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.