Mastering Brand Metrics

Schultz, Don E.
May 2002
Marketing Management;May/Jun2002, Vol. 11 Issue 3, p8
Discusses the difficulty of using attitudinal measures to determine the financial return on investment from marketing communication and branding programs. Major questions and primary techniques that can help companies estimate and measure return on marketing, branding and communication investments; Reasons why managers measure returns on marketing and branding.


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