Beyond ROI

Wyner, Gordon A.
May 2006
Marketing Management;May/Jun2006, Vol. 15 Issue 3, p8
This article discusses the relationship between marketing and return on investment (ROI). The author suggests that marketing's main goal is the improvement of its own effectiveness and, in turn, increasing its importance to businesses. The author describes ROI as a set of analytical tools, focused on the comparison of various investments, as an effort to gauge the worth of these investments in regards to their return rates. By using an analogy of a "tool" and a "tool kit" the author differentiates the functions of marketing and ROI.


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