Investigation of marketing accountability in South African organisations
For too long, marketers have not been held accountable for showing a return on marketing expenditures. This lack of accountability has undermined the credibility of marketers, threatened the standing of the marketing function within a firm and even threatened the existence of marketing as a distinct...
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2013
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| Online Access: | http://hdl.handle.net/2263/23629 Hall, N 2006, Investigation of marketing accountability in South African organisations, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23629 > http://upetd.up.ac.za/thesis/available/etd-03302010-143222/ |