Essays about: "Mikaela Zahn"

Found 1 essay containing the words Mikaela Zahn.

  1. 1. Decision makers' use of Return on Marketing Investment metrics in the decision-making process

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Joanna Jönsson; Mikaela Zahn; [2018]
    Keywords : Return on Marketing Investment;

    Abstract : There is extensive literature written about how to calculate Return on Marketing Investment (ROMI) and its importance for marketing managers. However, there are not many studies made on how and when Return on Marketing Investment metrics are used in real life and if and how it is used to argue the value of a marketing activity. READ MORE