Desperately seeking ROI - a framework for marketing optimisation and accountability

William Siegel and Raymond Pettit

The importance of accurately assessing the impact of marketing, advertising, and communications efforts is evident to today’s marketer.

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...

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