Marketing Return on Investment (VIDEO)
M-0929 | Published January 25, 2017 | Duration 4:17 Video
Collection: Darden School of Business
Product Details
This four-minute video discusses the calculation of return on marketing investments. Different from the traditional ROI measure, marketing ROI (MROI) focuses on the incremental return on marketing. It helps with resource allocation by answering the question: Did marketing work or not? Raj Venkatesan provides two compelling and real-life examples of where MROI can be used.
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