Help marketers add value, urges CIMA.
| Position | First in ... |
CIMA has joined forces with the Chartered Institute of Marketing and the Direct Marketing Association to call for more effective co-operation between the finance and marketing functions. The three have issued a report called "Return on ideas: better results from finance and marketing working together", which introduces the "infinity model", a new framework to show marketing's bottom-line impact.
At a time when businesses may be tempted to slash marketing budgets to cut costs, CIMA is concerned that many companies cannot establish the value of their...
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