GETTING A HANDLE ON MARKETING PRODUCTIVITY
How productive is your marketing? We're not searching for a qualitative answer here. Instead, we want the facts. A key fact is the return on investment (ROI) your marketing produces. But as we have pointed out in past DISPATCHES articles, and you know from your own experience, the vast majority of marketers don't know the ROI for their marketing mix elements nor specific tactics.
The DISPATCHESTM for July 26, 2009 can be found here:
A printer / handheld friendly version can be found here:
It is also available in PDF here: