Discuss the importance of measuring and managing marketing return on investment?

Essentials Of Investments
11th Edition
ISBN:9781260013924
Author:Bodie, Zvi, Kane, Alex, MARCUS, Alan J.
Publisher:Bodie, Zvi, Kane, Alex, MARCUS, Alan J.
Chapter1: Investments: Background And Issues
Section: Chapter Questions
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Discuss the importance of measuring and managing marketing return on investment?

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I. Meaning

Marketing return on investment is refer as the return on investment generate from marketing strategies. It is measured as the amount received subtracted from initial investment amount which is used as an indicator for marketing tactics. It is used to derive success of marketing efforts which deals with business goals such as increasing sales, obtaining leads and growth in marketing tactics.

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