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Marketing Accountability: How to Measure Marketing Effectiveness

Ana Isabel Canhoto (Senior Lecturer, Oxford Brookes University Business School, Oxford, UK)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 20 September 2011



Canhoto, A.I. (2011), "Marketing Accountability: How to Measure Marketing Effectiveness", Journal of Product & Brand Management, Vol. 20 No. 6, pp. 499-500.



Emerald Group Publishing Limited

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