Calculation of marketing ROI in marketing mix models, from ROMI, to marketing-created value for shareholders, EVAM
In this paper we explain using a real example of a fast consumer good the construction of a Marketing Mix model for calculating the return on marketing investment (ROMI) as a metric of profitability and the calculation of economic value added of marketing (EVAM) as a metric of shareholders value cre...
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| Publicado no: | Universia Business Review |
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| Principais autores: | , |
| Formato: | Artigo |
| Idioma: | Espanhol |
| Publicado em: |
Portal Universia S.A.
2016
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=43348820001 |
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