While chief executives and accountants debate the return on company investment and productivity, the activities which generate business rarely appear to come under such scrutiny. Marketing, which generates profit by anticipating and satisfying customer demand, requires considerable investment in money and resources, and is at the heart of every business.

If all marketing is investment, why would companies not want to assess the returns on their money? Increasingly Chief Executives and Financial Officers are looking to ensure that measurements of the return on investment are used across the whole business area, including marketing.

December 16, 2009   Posted in: marketing management

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