Improving the Marketing Communications Value Chain: A look at the role of payment by results (2001)
This report explores one way in which the marketing communciations product and process can be made more effective. The purpose is to provide a briefing on the payment by results (PBR) approach to agency remuneration and to argue how it is a necessary component of a systematic process to improve the way clients and agencies work together. By bringing insight into the process the aim is to provide a deeper understanding of the role of goal alignment, transparency and accountability in creating greater value for MarCom investments.
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