Organizing for Marketing ROI
Many companies do not know their marketing ROI because their organizations are not set up to evaluate marketing ROI.
Sexton, Don. "Organizing for Marketing ROI." Effective Executive 13, no. 12 (December 2010): 60-64.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.