Maximizing Marketing ROI

Tue, 20 May 2008 00:00:00 -0400
Event Recaps

Jonathan Gordon, Partner, McKinsey & Company, discusses importance of marketing investment and the pitfalls of Marketing ROI. He also answers questions including: Does the short tenure of CMOs indicate that marketing has a low ROI?, What metrics can be applied to marketing ROI?, and Is there ever a point when it's time for a brand to give up?