Speaking the Language of Business at Dow: Marketing Communications Translates Value to Dollars



  • Type:
  • Published:
  • December 15, 1998
  • Author:
  • APQC
  • Price:
  • Member: FREE
Classic Content

This classic  case study outlines how Dow Chemical Company’s marketing communications function was able to extend its reach throughout the organization and achieve over $50 million in process improvements. The case study explores how the integrated marketing communications and customer information functions used a Value Conversion Factor to assign a dollar value to all its activities, enabling it to improve its processes and add value to the organization.

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