Marketing from the heart for growth

In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.

Marketing from the heart for growth

John Kearon System1Group

Building on Binet and Field's work, John Kearon argues that long-term profit requires excess heart and voice from brands. He suggests a 'share of voice to brand share growth' model as an alter

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