| Tekijä: | Ambler, T. |
| Otsikko: | ROI is dead: now bury it |
| Lehti: | Admap
2004 : SEP, VOL. 39:8 (453), p. 43-45 |
| Asiasana: | advertising marketing return on investment |
| Kieli: | eng |
| Tiivistelmä: | How can marketers provide accountability? This article argues that ROI should not be used as an advertising metric - it is seriously flawed. Rather, profit and brand value should be key. |
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