Turning Research into Return on Investment
Mike Mondello1 Celestial Seasonings Inc
This paper is intended to examine the role of marketing research in corporate decision-making. I'd like to share Celestial Seasonings' experiences with turning marketing research into return on investment.
My discussion will be in two parts. First, I'll show you how we used existing studies on profitability to determine how our marketing budget should be allocated. Then I'll introduce a 'Total Quality approach' that we use to increase the profit return for an important part of our marketing budget, television advertising.
MARKETING ACTIVITIES: ALLOCATION AND PROFITABILITY
In...