The authors argue that quantifying return on investment from brand development is a key issue. They believe that traditional methods of estimating incremental sales attributable to marketing expenditure under-estimates brand marketing effectiveness.
Evaluating Marketing EffectivenessSam Dias
andDr Lynette Ryals
Cranfield School of Management
Marketing accountability and measuring the
effectiveness of marketing spend are key problems for marketers. One area coming
under scrutiny is spending...