TITLE

The Long and Short of It

AUTHOR(S)
Wyner, Gordon A.
PUB. DATE
March 2003
SOURCE
Marketing Management;Mar/Apr2003, Vol. 12 Issue 2, p6
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Discusses the importance for a marketer to establish marketing effectiveness to a company. Need to define effectiveness in ways that cross traditional boundaries of product, brand and channel; Business benefits of marketing effectiveness; Means to exhibit a positive return on investment.
ACCESSION #
9318227

 

Related Articles

  • Measured responses. Reynolds, Emma // Event;Jun2002, p25 

    Focuses on the benefit of field marketing on the product sales of a business enterprise. Ways to evaluate the effectiveness of a product; Factors that field marketing contribute in the decision of people to buy products; Effect of field marketing on return on investment.

  • The Long and Short of It. Wyner, Gordon A. // Marketing Management;Mar/Apr2003, Vol. 12 Issue 2, p6 

    Discusses the importance for a marketer to establish marketing effectiveness to a company. Need to define effectiveness in ways that cross traditional boundaries of product, brand and channel; Business benefits of marketing effectiveness; Means to exhibit a positive return on investment.

  • Wish You Were Here. Joyce, Kathleen M. // Promo;Jun2003, Vol. 16 Issue 7, p50 

    Determines the marketing budget of various companies in the U.S. Analysis on the total returns of investment; Level of consumer spending; Way of maximizing of sales of the firms. INSETS: All in the Family;Flying Under the Radar.

  • ROI hurdles must be cleared. Young, Antony // Marketing (00253650);12/15/2004, p25 

    The article presents the author's views about the topics discussed at this year's Great Britain's Marketing Forum. The challenge laid down by chief executives is to prove that marketing pays, making ROI (rate of return) an absolute priority. The sessions I facilitated at the forum included a...

  • Marketing Tune-ups and Tips for Success, Part I. Rodriguez, Maritza // Skin, Inc.;Aug2014, Vol. 26 Issue 7, p24 

    The article offers information on the importance of marketing strategies to keep business on track. Topics discussed include evaluation of strength and weaknesses of a business venture under SWOT analysis method, setting marketing goals based on return on investment and forming specific strategy...

  • Marketing metrics make us look in all the wrong places. Mitchell, Alan // Marketing (00253650);7/14/2010, p22 

    The article discusses the need of the reinvention of marketing metrics. It cites the common characteristics of the life management processes and episodes. It asserts that the most important metric in marketing is personal rate of return (ROI). It argues that the focus of marketing metrics is on...

  • Measuring Marketing. Schoonmaker, Daniel // Grand Rapids Business Journal;2/26/2007, Vol. 25 Issue 9, pB2 

    The article deals with the need for companies in the U.S. to measure the results of their marketing efforts. It explores the various methods used by some companies, such as Stevens Advertising Co., in measuring the results of their client's marketing campaigns. It claims that Internet marketing...

  • Weaving String Into a Lifeline. Schultz, Don E. // Marketing News;2/28/2010, Vol. 44 Issue 2, p13 

    The author discusses emerging approaches to marketing budgeting methodology. He suggests that marketing budgets and rate of return (ROI) measurement be based upon customer income rather than what marketers can spend. He suggests using internal rate of return (IRR) to determine investment and...

  • Translating facts into action. Hague, Paul // Marketing (00253650);2010 Greater Insight Supplement, p7 

    The article discusses the role of marketing researchers as well as their significance to the performance of an industry in Great Britain. It says that the researchers have the goal of justifying the return on investment (ROI) of a new product and to discover the more practical approach for the...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sign out of this library

Other Topics