Quantifying Marketing ROI: The Philips Journey
I stood beside Gerard Kleisterlee, the president and CEO of Philips in the conference theatre at its headquarters outside Amsterdam. He turned to me and said, 'The most difficult conversation we...
Quantifying marketing ROI: the Philips journey
Rex Briggs, CEO of Marketing Evolution, describes a presentation to Philips and explains the key features of ROMO (Return on Marketing Objectives), a technique for measuring marketing's ROI.
