In today’s economy it is becoming more and more important for marketing professionals to provide a return on the company’s investment for marketing initiatives. Where is the money going? Are we receiving the full benefits? Should we evaluate our allocation of marketing costs?
In the Sept. 15 issue of Marketing News, the American Marketing Association’s flagship publication, columnist Don E. Schultz posed the question, “Is ROI Stuff and Nonsense?”
The Charleston AMA is curious to know how you measure ROI?
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