Transparency And Accountability
As technological developments enable companies to track the impact of their activities, managers are expected to be able to document the return on the company’s marketing investment. This has its advantages and drawbacks.
- On the positive side, it enables the company to better allocate its marketing resources to areas where they will have the highest impact.
- On the downside, however, this might focus the company’s marketing efforts on activities that produce short-term effects, to the detriment of activities such as brand building that have a long-term payout.
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