ARE WE LIVING UP TO THE ROI PROMISE?

Marketers today feel under extreme pressure to prove the value of their efforts; but the metrics for that proof are often vague, or even nonexistent. Is the marketing community truly committed to living by – and measuring – ROI in the longterm? To bring true accountability to marketing, we must fearlessly assess what we know and what we still need to learn.

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Table of Contents

From The Editor's Blackberry™

1. Is Marketing ROI Becoming "Return-On-Ideology"
by John J. Lewis

2. Staying a Step Ahead of the New Marketing Paradigm: Artie Bulgrin

3. Improving the Effectiveness of Magazine Advertising
by Britta C. Ware, Roger B. Baron and Justin Edge

4. Clarifying the Connections Among Precision Measurement, Marketing Impact and Decision Making
by Daniel Slotwiner and Patricia Graham
5. Taking the "Consumer-Centric" Approach to a New Level
by Cindy Trish

6. Discovering Untapped Value in Frequent Shopper Information
by Pat Millea

7. Thought Leader Forum: ROI - Fad or Way of Life?

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