Desperately seeking ROI – a framework for marketing optimisation and accountability
William SiegelLongwoods International, Canada
Raymond PettitLongwoods International, United States
PREFACE
It is safe to say that the effective evaluation of marketing's impact on sales is as much an integration of research tools and methods as it is an outcome of marketing strategies. In fact, measurement approaches can, and probably should, start from the perspective of marketing strategy (i.e., the client's needs, challenges, and goals), rather than from the perspective of research technique, as it so often does.
In the end, marketing, communications, and advertising have both emotional...