Marketing ROI: playing to win

Lenskold, James D.
May 2002
Marketing Management;May/Jun2002, Vol. 11 Issue 3, p30
As marketing budgets get leaner, the pressure is on to deliver more profits. To develop effective strategies for doing this, marketers need clear measurements. Unfortunately, measurements other than ROI are incomplete and can lead to misguided spending and lost profits. The ROI measure can account for all costs and the complete customer value to prioritize marketing investments and maximize profits. Other marketing measures are merely performance indicators useful in improving the ROI of marketing programs.


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