Strategic Resource Allocation: How Merck Measures the Payback on Marketing Investments

Wed, 23 Jul 2008 00:00:00 -0400
Event Recaps

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.