Follow the Money: The Primary Responsibility for CMOs
ViewPoint
AUGUST 11, 2015
Since the 2007 recession there have many articles, white papers, e-books, blog entries and traditional books written on Marketing ROI (see the bibliography at the end). Paper: ROI for Marketing: Balancing Accountability with Long-Term Needs by Robert S. https://en.wikipedia.org/wiki/Follow_the_money.
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