In God We Trust…Everybody Else Better Have Numbers to Back It Up When it comes to marketing communications as a business discipline, owners and executives have had a love/hate relationship with marketing from the start. They love the fact that it can drive sales, they hate the fact that they can’t effectively measure it. As John Wanamaker famously said, “Half the money I spend on marketing is wasted, the trouble is I don’t know which half.” Anybody involved with inbound marketing knows that...
