The four pillars to success

Book Mark
The Four Pillars of Profit-Driven Marketing
Leslie H. Moeller and Edward C. Landry
( http://www.tatamcgrawhill.com/)

Make marketing accountable

Analytics, decision-support tools, process, and organisational alignment. These are the requisites for maximising creativity, accountability and ROI (return on investment), say Leslie H. Moeller and Edward C. Landry in The Four Pillars of Profit-Driven Marketing.

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