What Do You Do When Old Media Vehicles Are Losing Effectiveness And New Media Vehicles Are Not Proven And Generally Lack Measurement?
by: Idris Mootee
On the flight to Asia I was reading a latest study conducted by Aegis Group's Marketing Management Analytics and Financial Executive magazine. 6 in 10 financial executives believe their companies' marketing departments have an inadequate understanding of financial controls, and 7 in 10 said their companies don't use marketing inputs and forecasts in financial guidance to Wall Street or other public disclosures.
