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Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability

Shichun Xu (Department of Marketing and Supply Chain Management, Michigan State University, East Lansing, Michigan, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 2004

Keywords

Citation

Xu, S. (2004), "Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability", European Journal of Marketing, Vol. 38 No. 11/12, pp. 1599-1601. https://doi.org/10.1108/03090560410560263

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited