October 2020
Beginner
256 pages
7h 59m
English
book
ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing
by Jack Phillips, Frank Q Fu, Patricia Pulliam Phillips, Hong Yi
Content preview from ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing
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3
Start with Why: Align Programs with the Business
However beautiful the strategy, you should occasionally look at the results.
SIR WINSTON CHURCHILL
Two management consultants gave a joint presentation at a marketing conference in Chicago. The topic was the application of the ROI Methodology in marketing. The audience consisted of marketing managers, scholars, and students. After briefly reviewing the theoretical foundation of the ROI Methodology, the consultants discussed the changing measurement system of marketing programs and highlighted the 12-step approach of ROI in marketing. They also discussed the challenges marketing professionals ...
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.