Using investment-based techniques to prove the 'bottom line' value of research and give CEOs what they want

International Journal of Market Research

Volumn 48, Issue 2, 2006, Pages 117-138

  Tanner, Vicki ^a  

^a Maitland Tanner and Associates Pty Ltd   (United States)

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EID: 33645137336     PISSN: 14707853     EISSN: None     Source Type: Journal    
DOI: 10.1177/147078530604800203     Document Type: Review

References (9)

1. Almquist, E. & Wyner, G. (2001) Boost your marketing ROI with experimental design. Harvard Business Review, October (Reprint RO109K).
2. Corstjens, M. & Merrihue, J. (2003) Optimal marketing. Harvard Business Review, October (Reprint RO310H).
3. Lenskold, J.D. (2003) Marketing ROI: The Path to Campaign, Customer and Corporate Profitability. New York: McGraw-Hill.
4. Mouncey, P. & Baker, S. (2002) New consumer marketing: the implications for market research, paper presented at ESOMAR Congress, Barcelona, September, pp. 10-14.
5. O'Halloran, P. & Mosher, P. (2003) Marketing: underrated, undervalued and unimportant? How to generate more value from your marketing workforce, http://www.accenture.com, November, p. 5.
6. Rachlin, R. (1997) Return on Investment Manual: Tools and Applications for Managing Financial Results. New York: M.E. Sharpe, Inc.
7. Tanner, V. (2005) Best Practice Market Research Management, Maitland Tanner & Associates, October.
8. Tanner, V. & Horton, D. (1999) Maximising Advertising Return on Investment: Achieving Best Practice Advertising Process Management in Service Companies, Maitland Tanner & Associates, cited in Burberry, R. (1999) View advertising as investing. Australian Financial Review, 22 June, p. 41.
9. Tanner, V. & Horton, D. (2000) Best Practice Market Research Management, Maitland Tanner & Associates, October.