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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

Keywords

Citation

Canhoto, A.I. (2011), "Marketing Accountability: How to Measure Marketing Effectiveness", Journal of Product & Brand Management, Vol. 20 No. 6, pp. 499-500. https://doi.org/10.1108/10610421111166649

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited