Measuring and managing return on marketing investment

marketing return on investment
the net return from a marketing investment divided by the costs of the marketing investment
Relates to
• finding customers (acquisitions)
• keeping customers (retention)
• growing costumer value
The three basic types
1. Counting based
2. Accounting-based
3. Performance-based
sustainable marketing
meeting needs of consumers while preserving the ability of future generations to meet their needs
Marketing’s impact on individual consumers is negative as evidenced by..
High prices, deceptive practices, high-pressure selling, unsafe products, planned obsolescence, poor service to disadvantaged consumers
Sustainable company
Fulfill the needs and wants for customers
Companies that fails
Fail to meet customer needs, intentionally or unintentionally harm costumers, others in society, or future generations will decline
Sustainable: 5 Rs
• reduce (number, increase quality)
• repair (sell or pass on)
• reuse (we take it back)
• recycle (distribute)
• reimagine (new solutions)

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