Marketing ROI: Concepts and Applications

by Alaka Yeravadekar, Kumuda Laxman Tripathy

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Companies today are spending a significant amount of money in marketing and advertising their goods or services. What are the relative returns of the company in metrical terms or financial outcomes? This is the question that this book explores. A key to marketing is being able to measure the success or failure of marketing initiatives. Despite the proliferation of measures and detailed analyses considered by researchers, marketing s performance as a whole has had limited attention in practice. Marketing ROI is still on exploratory grounds and companies are not sure of the metrics they should use for measuring marketing performance. There are financial metrics and non-financial metrics; the modus operandi for deciding the correct or appropriate metrics is still evolving and the only consolation is, that the methods are becoming more sophisticated and intuitive in nature. Spending on brands is vital to a business. But it is difficult to measure its impact in terms of financial returns. Due to this, a trend has been observed in shifting of spending to more result-oriented and measurable areas like direct marketing. The need is therefore to look for measurement approaches that help managers to arrive at the most profitable mix of marcom tools. This book: Marketing ROI: Concepts and Cases, is targeted to audiences like marketing professionals from all sectors, entrepreneurs, professors and students of marketing. It will help them assess the metrics they are using and get glimpses of what others in the same sector are doing, while also judging their overall marketing performance.

ABOUT THE AUTHOR Alaka Yeravadekar

Alaka Yeravadekar is a cost and works accountant and has done M.Com and DCM from Pune University. She has around 12 years of corporate and academic experience. She is currently working as a faculty member at the Icfai Business School, Pune. Prior to joining Icfai, she had a stint with Philips India Limited. She specializes in financial Accounting and managerial accounting and her areas of interest include MIS, business process redesign and internal controls.

ABOUT THE AUTHOR Kumuda Laxman Tripathy

Kumuda Tripathy is a doctorate in English literature from the department of English, Pune University. She also has a master of Personnel Management from Sinhgad Institute of Management, affiliated to Pune University. She has around 14 years of teaching and two years of industry experience as publication officer in the National Institute of Naturopathy. She is presently a faculty member at the Icfai Business School, Pune. Prior to joining Icfai, she worked with Institutions like, The National Defense Academy (NDA), National Institute of Naturopathy, etc. She specializes in Communication Studies and has conducted workshops and MDPs for various organizations in the field of communication.