Marketing in the era of accountability les binet peter field on amazoncom free shipping on qualifying offers it is widely accepted that the case studies submitted to the ipa effectiveness awards are the most rigorous available what is less well known is that the competition has enabled the ipa to build a separate database of confidential data about brands. This is an extremely important report that should influence the future shape of marketing in this era of accountability it represents a significant empirical and practically based addition to the research on how marketing can improve business performance. Based on a sample of 880 campaigns marketing in the era of accountability not only reveals factors that make marketing profitable but also exposes practices and myths that lead to waste and inefficiency the findings in this report are so powerful because the analysis is entirely evidence based there are no unsubstantiated opinions or . For a comprehensive study of marketing effectiveness in action supported by twenty five years of real world results check out marketing in the era of accountability available from the world advertising research center at wwwwarccom. Marketing in the era of accountability presentation 1 marketing in the era of accountability 2 880 casestudies summary 3 the report goes through 880 cases from all around the world and measures their effectiveness it seeks to find out how and why they were so effective
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