Working Papers

Marketing Return on Investment: Seeking Clarity for Concept and Measurement

Paul W. Farris, Dominique M. Hanssens, James D. Lenskold, and David J. Reibstein

Sep 12, 2014

Reviews current uses of ROI metric in marketing (MROI), covering marketing initiatives in different business sectors. Focuses on the connection between MROI and business objectives, highlighting different variants of MROI. Also discusses the importance of setting MROI hurdle rates that recognize marketing’s ability to drive revenue and firm’s cost of capital.

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