Maximizing Marketing ROI
- 1h 24m
- American Productivity & Quality Center
- APQC
- 2001
Are your marketing dollars working hard enough to ensure the financial success of your organization? Do you know the return on investment (ROI) for the marketing expenditures you make? How does measuring marketing ROI help you determine how to invest your marketing dollars? Maximizing Marketing ROI, a Best-Practice Report resulting from a consortium study conducted jointly by APQC and the Advertising Research Foundation, tackles these questions. It reveals how to maximize marketing ROI and implement proven approaches in three key areas: developing the marketing budget, allocating the marketing budget, and monitoring and adjusting the marketing budget.
In this Book
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Background and Previous Findings
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ROI-based Marketing Pays Off
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ROI-based Marketers Work Differently
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Organizational Keys to Improving ROI Rewards
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Marketing Budget Allocation In Action
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Taking ROI Results to the Next Level
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Leveraging External Resources
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Blueprint for Profitability Growth
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AT&T Corp.
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Colgate-Palmolive
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Kraft Foods
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The Minute Maid Company
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