O'Reilly logo

Marketing by the Numbers by Bob HEYMAN, Leland HARDEN

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 5Best Practices

Budgeting and Projecting Marketing ROI

IN TRADITIONAL BUSINESS FINANCE, it’s not uncommon for a company to specify the ROI performance it expects for all new products, as well for product lines, geographic territories, and often, for each and every segment of the enterprise. In this view, all product lines are responsible for a rational return in exchange for the company’s investment in them. Even more so, each department—and that includes support, marketing, public relations, and the executive suite—are called upon to recognize the dollar figure of the company’s investment in them, and pursue the strategies to improve their own ROI.

If you’re working in a recently downsized corporation, government bureau, or nonprofit ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required