Don't Overemphasize ROI as Single Measure of Success

Tim Calkins, Derek D. Rucker

Marketing

Research output: Contribution to journal › Article › peer-review

Original language	English
Journal	Advertising Age
State	Published - Feb 4 2008

Access to Document

http://adage.com/article/cmo-strategy/overemphasize-roi-single-measure-success/124742/

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