Measuring Brand Communication ROI

Description:

Marketing has moved into a new phase of financial accountability. This book enables marketers to finally answer the nagging question, "What do I get for my brand communication dollars?" Managing Brand Communication ROI provides readers with a concise and informative history of brand communication measurement, including the author's vision of 21st century marketers. It makes the case that marketers must move away from the static measurement systems of the past toward ones more appropriate for today's dynamic marketplace.