Measuring returns on marketing 2000 and communications investments

D. Hayman; D. E. Schultz

doi:10.1108/eb054638

Measuring returns on marketing 2000 and communications investments

D. Hayman, D. E. Schultz

Integrated Marketing Communications

Research output: Contribution to journal › Review article › peer-review

4 Scopus citations

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.

Original language	English (US)
Pages (from-to)	26-32
Number of pages	7
Journal	Strategy & Leadership
Volume	27
Issue number	3
DOIs	https://doi.org/10.1108/eb054638
State	Published - Mar 1 1999

ASJC Scopus subject areas

Strategy and Management

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10.1108/eb054638

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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.",

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AB - 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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Measuring returns on marketing 2000 and communications investments

Abstract

ASJC Scopus subject areas

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