Many happy returns: you can obtain some useful indicators about return on investment (ROI) by focusing on the more easily measured channels such as ... An article from: ABA Bank Marketing

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Citation Details
Title: Many happy returns: you can obtain some useful indicators about return on investment (ROI) by focusing on the more easily measured channels such as direct mail. Your reckoning might not be perfect, but it will provide supplemental evidence to justify your marketing expenditures.
Author: Dan Swartz
Publication:ABA Bank Marketing (Magazine/Journal)
Date: June 1, 2005
Publisher: Bank Marketing Assn.
Volume: 37 Issue: 5 Page: 26(4)

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