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Understanding Return on Marketing Investment by raj_thanvi is a document available to read on EtoBox.
What is Understanding Return on Marketing Investment about?
This document discusses return on marketing investment (ROMI) and the need for marketers to calculate the financial impact of marketing activities. It provides definitions of ROMI and outlines challenges marketers face in justifying marketing expenditures to management. The literature review discusses how treating marketing as an investment allows comparisons to other assets and the importance of linking marketing activities to customer equity and lifetime value.
- Author
- raj_thanvi
- Language
- EN