Marketing accountability and the measurement of marketing performance have long been reported as a significant challenge for management globally. To address the increasing demand for marketing accountability, companies across the world are investing resources in developing and improving their...

The IFAMR is published quarterly by IFAMA. www.ifama.org

This essay is one of 23 featured authors from around the world discussing the challenges and solutions to filling the global talent gap in agribusiness. www.ifama.org