A Refresher on Marketing ROI
JULY 25, 2017
Companies spend a lot on marketing communications. In fact, global spending on media is expected to reach $2.1 And more fundamentally, does marketing actually work? Marketing ROI analysis can help answer those questions. I talked with Jill Avery, a senior lecturer at Harvard Business School and coauthor of HBR’s Go To Market Tools , about this concept and what it tells leaders about their spending on marketing. Juan Díaz-Faes for HBR.