oa Journal of Marketing - Are YOU worth it? : the starting point

Volume 2011, Issue 12
  • ISSN : 1811-9565



There's no doubt in our minds that the staging of the 2010 soccer world cup did great things for the status of marketing. Suddenly people, even Chief Financial Officers (bless them) were extolling the virtues of branding and the importance of strategic marketing communication.

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