Show me the money!

Simon le Couteur and Kirstin Hickey

This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic.

Show Me The Money!

A new approach to evaluating the contribution of marketing to business value

Kristin Hickey and Simon Le Couteur The Leading Edge Market Research Consultants

PREFACE

Return on investment has become one of the most popular obsessions...

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