oa Journal of Marketing - Sneezing at cross media will leave you out in the cold
|Article Title||Sneezing at cross media will leave you out in the cold|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Author||Gerhard Van Rooyen|
|Publication Date||Jun 2011|
|Issue||Jun / Jul 2011|
Marketers today need to know that the decisions they take are the right ones, but often have very little decision-making data available. You need to justify your budget allocations against business value and return on investment (ROI), measure the effectiveness of campaigns, and reach more specific audiences.
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