ROI for Marketing: Balancing Accountability with Long-Term Needs

Description:

Return on investment has remained in the forefront of marketers' minds for the last decade. Proponents demand that marketers become accountable for their budgets. There is a strong desire to believe that, in this modern age, marketers can finally depict what parts of advertising are working, even if the reasons may not yet be clear. ROI for Marketing explores the reality of the current state, 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. 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.