ROI report has lessons for b-to-b marketers

Donath, Bob
May 2002
Marketing News;5/13/2002, Vol. 36 Issue 10, p11
Trade Publication
The article focuses on Maximizing Marketing ROI, the report of an extensive 28-company probe of what the study's two managers call ROI-based marketing--MROI for short. The American Productivity & Quality Center, located in Houston, and the New York-based Advertising Research Foundation define MROI as the process of setting, allocating and managing marketing budgets for greater profitability. Their method compares the practices and results achieved by 24 businesses with extensive marketing activity to those of four leaders that APQC and ARF deemed superior MROI practitioners.


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