ROI: a passing fad or an enduring trend?

Alex Ruffle

Marketing budgets are increasing rapidly in China as its economy grows, and this is fuelling an increasing demand for accountability.

Long-term vs short-term effectiveness
Measuring ROI
Econometric modelling
Accountability, C-Suite relations
Greater China
Strategy

ROI: a passing fad or an enduring trend?

Alex Ruffle

Listen in on a typical marketing conversation in China today and you are as likely to hear the phrase 'return on investment' as you are 'ad campaign'. Return on investment (ROI) is becoming something...

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