The real measure of marketing
August 22nd, 2003 Posted in Marketing
“CEOs have a right (and a pressing need) to know what they are getting for those shareholders’ dollars that are spent on marketing. Every P&L expense in the enterprise is measured by its R.O.I., with one exception: marketing. This is true even though marketing is a relatively large expenditure (as much as 30 percent of revenue for some companies).”
