Measuring returns on marketing 2000 and communications investments

D. Hayman, D. E. Schultz

Research output: Contribution to journalReview articlepeer-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 languageEnglish (US)
Pages (from-to)26-32
Number of pages7
JournalStrategy & Leadership
Volume27
Issue number3
DOIs
StatePublished - Mar 1 1999

ASJC Scopus subject areas

  • Strategy and Management

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