Marketingkassa
by Michiel van de Watering
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About
Marketing accountability gaat over 'evaluating and controlling marketing performance'. Diverse onderzoeken laten zien dat bedrijven met een gedegen marketingproces - van planning tot evaluatie en verbetering - betere resultaten boeken dan hun concurrenten. Accountability is daarom niet alleen bruikbaar om achteraf de resultaten te rapporteren, maar vooral om betere beslissingen te nemen, gericht op verbetering van toekomstige marketingactiviteiten.
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