Procter & Gamble / Booz Allen / PricewaterhouseCoopers / /
Country
United States / /
Currency
USD / /
IndustryTerm
awareness building media / promotional media / worse traditional media / mainstream media / Internet advertising / INTERNET UNAIDED AWARENESS AIDED AWARENESS FAMILAIRITY OPINION CONSIDERATION PURCHASE INTENT SHORT-TERM / quality advertising effort / example advertising / media dynamics / fragmented media audience / /
Person
James Stengel / /
Position
important driver / representative / Global Chief marketing Officer / /
AN ENUMERYS GLOBAL WHITE-PAPER An Analytic Approach to Balancing Marketing and Branding ROI Abstract The marketing ROI has been a topic of considerable debate between proponents of brand management and those of marketing