Leading Edge Marketing Research

Marketing Accountability

Published by Sage Publications, Inc, this book explores new marketing research approaches as successfully practiced by research industry leaders. Chapter 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success, written by experts Phil Herr, Bill Pink and Dede Fitch, summarizes the Millward Brown philosophy and methods to measuring the impact of marketing communications. This chapter highlights the advantages offered by the many different research techniques and approaches needed to navigate today's rapidly evolving media environment.

The book offers rich new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more.

Read an excerpt from Chapter 7

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