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...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
KTH, Skolan för industriell teknik och management (ITM)
2020
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279620 |