The Execution and Measurement of a Marketing Program
Cornell Hotel and Restaurant Administration QuarterlyPublished 1 May 1979
Peter C. Yesawich
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Abstract
The execution of a marketing program requires considerable creativity, but, as Madison Avenue practitioners are now fond of remarking —after a few sobering experiences with highly creative campaigns that failed to translate into sales —it isn't creative unless it sells.
Keywords
Business, Management and Accounting