Managing and Measuring Return on Marketing Investment
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Authors:
Gregory R. Guy
Karen V. Beaman -
Publication Date:
October 2008 -
Report Number:
R-1435-08-RR
This report documents the research findings of The Conference Board's Working Group on Managing and Measuring Return on Marketing Investment (MROI). Its detailed statistical analysis supports the argument that an organization must not only create the right environment and have the appropriate skill sets available in order to make good progress with MROI. It also makes a strong case that long-term effort and commitment to these metrics are crucial for success, and that endurance wins out.
Two case studies as well as numerous quotes from working group participants complete the report.