Return on Marketing Investment provides marketing and business people a methodology and language to connect marketing investments to sales revenues. Whether you are the marketing executive or the departmental manager, this book provides numerous examples illustrating how to calculate the Return on Marketing Investment (ROMI) for real life marketing activities. Whether those activities are focused on lead generation or brand awareness, marketing now can show the results of their activities in a simple language understood by all layers of management.In direct mail, the cost per piece is known, the cost of the suspect list is known, the response rate can be based on historical ... estimate of the response rate from a particular ad campaign and how much revenue can be generated from the ad campaign. ... Whereas How do you measure the return on less certain, higher risk .
|Title||:||Return on Marketing Investment|
|Author||:||Guy R. Powell|
|Publisher||:||Guy Powell - 2002|