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Nov 30, 2000

Hit parade

The low down on who's surfing what, where and when

Imagine launching a new product, blowing a huge budget on marketing and then not bothering to check which part of the campaign attracted the most customers. Chances are you wouldn't last long in the job.The strange thing is many investor relations departments have been acting in a similar fashion over the last few years – and getting away with it, too. Measuring the effectiveness of investor relations has never been a strong part of IR programs. Problems over how to quantify IR results

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