ROI Marketing: Measuring, Demonstrating, and Improving Value

Qingbo Fu; Jack J. Phillips; Patricia Phillips

doi:10.1002/pfi.21771

ROI Marketing: Measuring, Demonstrating, and Improving Value

Qingbo Fu, Jack J. Phillips, Patricia Phillips

University of Missouri-St. Louis

Research output: Contribution to journal › Article › peer-review

Abstract

<div class="line" id="line-17"> <span style='color: rgb(28, 29, 30); font-family: "Open Sans", icomoon, sans-serif; font-size: 16px;'> Marketing is all about value. However, many marketers are struggling to demonstrate the value they are creating. In this article, we propose a feedback&hyphen;system intervention called the ROI Marketing Methodology. It examines customers’ reaction, learning, and actions to assess their effects on business outcomes and eventually ROI. Using this methodology, HPT practitioners can help marketers obtain the feedback they need to enable their organizations to develop sustainable competitive advantages. </span></div>

Original language	American English
Journal	Performance Improvement
Volume	57
DOIs	https://doi.org/10.1002/pfi.21771
State	Published - Feb 2018

Disciplines

Business

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title = "ROI Marketing: Measuring, Demonstrating, and Improving Value",

abstract = " Marketing is all about value. However, many marketers are struggling to demonstrate the value they are creating. In this article, we propose a feedback&hyphen;system intervention called the ROI Marketing Methodology. It examines customers’ reaction, learning, and actions to assess their effects on business outcomes and eventually ROI. Using this methodology, HPT practitioners can help marketers obtain the feedback they need to enable their organizations to develop sustainable competitive advantages. ",

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AB - Marketing is all about value. However, many marketers are struggling to demonstrate the value they are creating. In this article, we propose a feedback&hyphen;system intervention called the ROI Marketing Methodology. It examines customers’ reaction, learning, and actions to assess their effects on business outcomes and eventually ROI. Using this methodology, HPT practitioners can help marketers obtain the feedback they need to enable their organizations to develop sustainable competitive advantages.

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DO - 10.1002/pfi.21771

M3 - Article

VL - 57

JO - Performance Improvement

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ROI Marketing: Measuring, Demonstrating, and Improving Value

Abstract

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