TITLE

UNLOCK Profit Potential

AUTHOR(S)
Lenskold, James
PUB. DATE
May 2007
SOURCE
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p26
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
As companies continue to hold marketing executives to greater levels of accountability, they must determine whether ROI, or other financial metrics, can truly provide the insights they need to be accountable. ROI should not replace other marketing metrics but clearly needs to be central to improving marketing measurements and decision making. Without financial metrics, companies will continue to treat marketing as a discretionary expense managed by feel-good measurements that don't align with business objectives.
ACCESSION #
26225182

 

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