Question

Topic: Research/Metrics

How To Turn Marketing Into An `roi` Discipline (in Analogy With 3rd Generation R&d) ?

Posted by Anonymous on 3/2/2004 at 5:43 AM ET 250 Points
Marketing is often seen as a Cost (as one can easily cut on cash-out), whereas it is of course an investment in a companies future.
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  • Posted by Pepper Blue on 3/2/2004 at 10:51 AM Accepted
    Along with Jim Lenskold, Guy Powell is an expert on ROI Marketing.

    His book is a worthwhile investment and if you do a Google you will find some articles he has wrote.

    1) Return On Marketing Investment by Guy Powell

    I'm sure Amazon.com would be happy to help you out.

    He gives calculations, formulas, and examples to work through.

    Hope this helps
  • Posted by ReadCopy on 3/2/2004 at 2:19 PM Accepted
    There was also some good input to the following discussion which is highly relevant.
    https://www.marketingprofs.com/ea/qst_question.asp?qstID=247
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