It’s happening more and more. Big companies are using advanced analytics technology to improve marketing effectiveness and generate more revenue per ad dollar spent. As a result, they are delivering ...

For many CMOs, ensuring their business, and in particular finance, views marketing as an investment rather than an expense is crucial to their role. Investing in marketing builds brand, which in turn ...

A project that is currently being undertaken by the accounting standards board may have huge implications for how marketing is seen by finance and the wider business. The International Accounting ...