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