Return on ideas
Good marketing ideas can yield substantial value but bad ones can destroy it.
This report is about how marketing creates money.
Marketing’s costs and contributions have long been the subject of discussion. A century ago the saying
Half the money I spend on marketing is wasted. The trouble is I don’t know which half
was uttered by Lord Leverhulme. Most executives still find this question challenging.
This guidance paper is aimed at demonstrating marketing’s contribution to the organisation; how to predict it; and how to find ideas to improve it.
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