The costly gap between the corporate vision and marketing goals

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” said John Wanamaker at the start of the last century. He was a proponent of the advertising industry and a pioneer in marketing. If we assume that Wanamaker was right and apply that thought to your marketing budget today, up to 5% of your revenue could disappear into … Continue reading The costly gap between the corporate vision and marketing goals