Measuring Returns on Marketing 2000 and Communications Investment  

Oleh:

Hayman, Dana ; Schultz, Don E.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: STRATEGY & LEADERSHIP vol. 27 no. 3 (1999), page 26-32.
Topik: investment; measuring; marketing; communications; investment

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS31.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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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.

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