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Marketing accountability
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Venkatesh Shankar
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ISO/TC 289
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Wikipedia Links
https://themasb.org/resources/white-papers/
Anchor text: MASB White Papers – Marketing Accountability Standards Board - MASB
https://themasb.org/global-standards-organization-calls-for-annual-brand-evaluations/
Anchor text: Global Standards Organization Calls for Annual Brand Evaluations – Marketing Accountability Standards Board | MASB