Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics
Abstract
There is growing recognition that firms in the contemporary business environment derive substantial and sustained competitive advantage from a bundle of intangible assets such as knowledge, networks and innovative capability. Measuring the return on such intangible assets has now become imperative for managers. The present manuscript focuses on the measurement of the return on marketing. We first discuss the conditions that make this task a high...
Paper Details
Title
Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics
Published Date
Aug 1, 2007
Volume
36
Issue
6
Pages
834 - 841
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