Advertising Age Article Abstract
Go to War Against Wasted Marketing Spending
What Marines Can Teach CMOs About Success Under Fire
Marketers jointly spend hundreds of billions of dollars communicating what they believe are critical messages to their target audiences. But as Wanamaker famously said, "I know half my advertising is wasted; the trouble is I don't know which half." In an economy where every single marketing dollar must count, ex-Dell exec Casey Jones suggests improving your aim. ...