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Faculty Selected Works of Frank Q. Fu
Article
ROI Marketing: Measuring, Demonstrating, and Improving Value
Performance Improvement (2018)
  • Qingbo Fu, University of Missouri-St. Louis
  • Jack J. Phillips
  • Patricia Phillips
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Abstract
Marketing is all about value. However, many marketers are struggling to demonstrate the value they are creating. In this article, we propose a feedback‐system intervention called the ROI Marketing Methodology. It examines customers’ reaction, learning, and actions to assess their effects on business outcomes and eventually ROI. Using this methodology, HPT practitioners can help marketers obtain the feedback they need to enable their organizations to develop sustainable competitive advantages.
Disciplines
Publication Date
February, 2018
DOI
10.1002/pfi.21771
Citation Information
Qingbo Fu, Jack J. Phillips and Patricia Phillips. "ROI Marketing: Measuring, Demonstrating, and Improving Value" Performance Improvement Vol. 57 Iss. 2 (2018) p. 6 - 13
Available at: http://works.bepress.com/qingbo-fu/22/