Mike Parsons from Tribal DDB

Les Binet, European Director of DDB Matrix, and marketing consultant Peter Field have authored the book Marketing in the Era of Accountability, identifying what makes marketing succeed or fail. Binet noted, 'So much of what is written about marketing is based on ideas about how it should work. We've looked at what actually DOES work, in hard business terms, and our findings suggest that a lot of received wisdom about marketing is actually quite misguided.' Read more.

Labels: TribalDDB