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DC Field | Value | Language |
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dc.contributor.author | Caruana, Albert | - |
dc.date.accessioned | 2023-03-07T09:18:51Z | - |
dc.date.available | 2023-03-07T09:18:51Z | - |
dc.date.issued | 2009 | - |
dc.identifier.citation | Caruana, A. (2009). Marketing and measurement. In BPC Future Pointers (pp. 33-37). Pietà : BPC International. | en_GB |
dc.identifier.uri | https://www.um.edu.mt/library/oar/handle/123456789/107102 | - |
dc.description.abstract | Marketing and marketing management has often been described as an art, often shrouded in considerable mystery. Indeed. hearing some managers talk you would almost think that it rests on some secret recipe to which few are privy. Much of this mystery is the result of black holes in our knowledge of what precisely works. Perhaps one of the best known quotes that underline this is that by a successful early mass retailer. John Wanamaker, who said: "I know half my advertising is wasted-I just don't know which half." It underlines the point that we are dealing with a fairly inexact social science. However given the considerable sums spent on marketing activities it is not surprising that more managers are demanding more accountability. | en_GB |
dc.language.iso | en | en_GB |
dc.publisher | BPC International | en_GB |
dc.rights | info:eu-repo/semantics/openAccess | en_GB |
dc.subject | Marketing -- Management | en_GB |
dc.subject | Communication in marketing | en_GB |
dc.subject | Target marketing | en_GB |
dc.subject | Marketing -- Social aspects | en_GB |
dc.title | Marketing and measurement | en_GB |
dc.title.alternative | BPC future pointers | en_GB |
dc.type | bookPart | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder | en_GB |
dc.description.reviewed | peer-reviewed | en_GB |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
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Marketing_and_measurement.pdf | 613.44 kB | Adobe PDF | View/Open |
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