This report analyses 880 IPA case studies in unprecedented detail to extract broad lessons about the critical success factors for profitable returns on marketin

No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues faci

This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation,

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve