Measuring Return on Brand Communication

Don E. Schultz*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

Marketing is being challenged and has few responses when it comes to providing a financial view of Investment and returns. In this paper the author develops a step-by-step approach to help marketing managers provide answers to the three questions senior management continues to ask of marketing and communication managers: (1) how much should the firm invest in marketing and communication, (2) what will be the return and (3) over what period of time will those returns occur? Schultz argues for a financial model that involves estimating the value of customer groups, investing at the appropriate level and then measuring both the short-term and long-term returns for the organisation.

Original languageEnglish (US)
Pages (from-to)349-358
Number of pages10
JournalJournal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing
Volume2
Issue number4
DOIs
StatePublished - Sep 2002

Keywords

  • ROI
  • financial value
  • long-term vs short-term returns
  • measurement methodology

ASJC Scopus subject areas

  • Medicine (miscellaneous)
  • Pharmacology, Toxicology and Pharmaceutics (miscellaneous)
  • Strategy and Management
  • Marketing

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