Implementing The 'Connect The Dots' Approach To Marketing Communication
Don E. Schultz Northwestern UniversityBill Cole TargetbaseScott Bailey TargetbaseINTRODUCTION
In 1998, Hayman and Schultz presented a concept at the Advertising Research Foundation 'Week of Workshops' conference which they called 'Connecting the Dots: From ROI to ROBI to ROCI Measuring the Returns on Marketing and Communication Investments' (Hayman & Schultz 1999). In that presentation (which appeared in the proceedings of the meeting but has...