In what way do budgeting and the attempt to measure return on investment constitute a search for

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In what way do budgeting and the attempt to measure return on investment constitute a “search for the holy grail” in marketing communications?

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Integrated Marketing Communications: A Global Brand-Driven Approach

ISBN: 9781317979609

2nd Edition

Authors: Don Schultz , Charles H. Patti , Philip J. Kitchen

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