Is There a Better Holistic Approach to Justifying Marketing Spend?
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The industry average for total marketing expenditure ranges between 9 percent to 20 percent. The big variant is attributed to the different needs of pure-play vs. multichannel retailers. The justification and return on investment for sustaining this budget isn't that clear. Today, each department is forced to determine and defend an ROI based solely on its marketing medium.
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- People:
- Danielle Savin
- Places:
- Las Vegas
Danielle Savin
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