IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-1-4842-0259-3_6.html
   My bibliography  Save this book chapter

Return on Investment

In: Marketing Analytics Roadmap

Author

Listed:
  • Jerry Rackley

Abstract

For many marketers, proving the return on investment (ROI) for marketing has long been a thorn in their flesh. Those outside of the marketing department are uniformly in favor of having marketing report its ROI. They want the same level of ROI accountability for marketing as for every other department. Those within the department tend to have mixed opinions. Some marketers embrace ROI calculation and reporting as the best means of validating marketing’s work. They recognize that having the ability to accurately report on marketing’s ROI creates acceptance, and if the return meets or exceeds expectations, it makes justifying budget and resources much simpler. ROI has the potential to depoliticize marketing funding and operations.

Suggested Citation

  • Jerry Rackley, 2015. "Return on Investment," Springer Books, in: Marketing Analytics Roadmap, chapter 0, pages 71-85, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4842-0259-3_6
    DOI: 10.1007/978-1-4842-0259-3_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-1-4842-0259-3_6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.