RETURN ON INVESTMENT: A TOOL FOR MEASURING MARKETING IMPACT OF AN ORGANIZATION
CHAPTER ONE INTRODUCTION 1.1 Background to the study The impact on the marketing business at the company level is largely evaluated by the performance through changes in the share price and dividends to shareholders. However, performance analysis at the company level, whether for strategic or public policy purposes, is often inadequate due to the heterogeneity of the company's operations. The strategic business units (SBUs) that make up a company are ...
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