Aiming for an accurate ROI

James, Dana
July 2001
Marketing News;7/16/2001, Vol. 35 Issue 15, p3
Trade Publication
This section presents information on a survey regarding the measuring tool used by marketing executives in the U.S. to track the rate of return of a promotional campaign. More than 2000 marketing executives were involved in the survey. Majority of the marketing executives suggests that sales figures were their clients' primary measuring tool.


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