oa Journal of Marketing - Sneezing at cross media will leave you out in the cold

Volume 2011, Issue 06
  • ISSN : 1811-9565



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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