Enabling the Computation of Marketing ROI Through Technical and Organizational Changes : A Case Study

Enabling the Computation of Marketing ROI Through Technical and Organizational Changes : A Case Study

With the value of initiating contact or a relationship being intangible, marketing departments are currently struggling to prove their contribution to the business. Evaluating the efficiency of B2B marketing investments has been proven hard, and the prerequisites for doing so are many. However, the...

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Bibliographic Details
Main Authors: Järkeborn, Sandra, Werner, Vera
Format: Others
Language:English
Published: KTH, Skolan för industriell teknik och management (ITM) 2020
Subjects:
B2B Marketing
Industrial Marketing
Return on Marketing Investments
Marketing ROI
Marketing Efficiency
Sales-Marketing Interface
SMI
B2B Marknadsföring
Industriell Marknadsföring
Investeringsavkastning för Marknadsflring
Marknadsföringseffektivitet
Sälj-Marknadsföringsgränssnitt
Engineering and Technology
Teknik och teknologier
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279620

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279620

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