Abstract

Why companies have had difficulties determining marketing ROI and how they should approach evaluating marketing ROI.  (Reprinted from Columbia Ideas at Work, "Many Happy Returns on Marketing," 8/31/2009, pp. 1-2.)

Citation

Sexton, Don. "What's Your Marketing ROI?" Interview by Kimberly Kinchen.Strategic Marketing (January 10, 2010): 26-28.

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