Measuring returns on marketing 2000 and communications investments
Dana Hayman
(Vice president with targetbase, a full‐service Customer Relationship Management solution with based in Irving, Texas.)
Don E. Schultz
(President at Nortwestern University, the president of Agora Inc. and a senior partner with the Targetbase Intitute.)
370
Abstract
Marketing value is not an oxymoron. Most, if not all, companies determine strategies and implement them with a common end‐goal—to satisfy customers while maximizing Return on Investment (ROI). It's the whole ballgame. Inning by inning, organizations that are making hefty investments in brand building, marketing, and communication activities want to see measurable returns on those investments.
Citation
Hayman, D. and Schultz, D.E. (1999), "Measuring returns on marketing 2000 and communications investments", Strategy & Leadership, Vol. 27 No. 3, pp. 26-32. https://doi.org/10.1108/eb054638
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited