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Measuring returns on marketing 2000 and communications investments

Dana Hayman, Don E. Schultz

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 March 1999

378

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.

Citation

Hayman, D. and Schultz, D.E. (1999), "Measuring returns on marketing 2000 and communications investments", Strategy & Leadership, Vol. 27 No. 3, pp. 26-32. https://doi.org/10.1108/eb054638

Publisher

:

MCB UP Ltd

Copyright © 1999, MCB UP Limited

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