Marketing is frequently viewed with skepticism by non-marketing business executives and when times are tough is often one of the first budget cuts. For marketing executives, the challenge of providing concrete results is amplified due to the 'fuzzy' nature of branding and awareness. Marketing in the post-collapse economic era will become much more rigorous and data-driven, as marketing budgets are cut and each campaign has to prove its ROI. New research at the Kellogg School of Management ...