Marketing in the Era of Accountability

Marketing practices and metrics that increase profitability

This report identifies the marketing practices and metrics that truly increase profitability. In this most comprehensive analysis of the communications process to date, authors Les Binet, European Director, DDB Matrix, and Peter Field, Marketing Consultant, have drawn key quantitative findings from 880 national case studies taken from the IPA Databank

The Pursuit of Profitability

Published in 2007, this is still an essential read for marketers about effectiveness and the first publication of Les Binet and Peter Field to contain a full analysis of objective and comparable data about brands, their market situations, campaigns and results. The prequel to the highly influential and thought-provoking "The long and short of it. Balancing Short and Long-Term Marketing Strategies".