ROI for Marketing: Balancing Accountability with Long-Term Needs

ROI for Marketing explores the reality of the current state of marketing, from the view of an experienced marketer well versed in both measurement and management. The analysis looks at strategic implications, decision-making time frames and considerations, as well as the dirty details of research. The author examines the rationale for ROI assessment, as well as the limited role it can have in actual decisions about whether and where to invest marketing funds. At the same time, the book details approaches that provide necessary rigor and accountability without exceeding the logic and validity of even the most modern measurement techniques. Overall, ROI for Marketing provides a critical analysis of the topic from the perspective of how to best make (and monitor) marketing decisions for the future.