Strategic Resource Allocation: How Merck Measures the Payback on Marketing Investments
July 23, 2008
Merck, one of the world's top pharmaceutical firms, has developed a deep understanding of marketing ROI, from advertising to events to direct selling and more. Merck integrates marketing, finance, and business unit stakeholders to build and refine their processes for forecasting, measuring, and assessing the relationship between investment and return.
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