Titlebook: Integrated Marketing Communications; A Global Brand-Drive Philip J. Kitchen,Marwa E. Tourky Textbook 2022Latest edition The Editor(s) (if a

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ROCI Investment and Measurement Process: A Worked Example,ent process through a basic spreadsheet approach. An important part of this process is that it can be used either to calculate the actual return or to estimate in advance what the return might be using various “what if” scenarios. The approach is illustrated in Tables 1 and 2.

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978-3-030-76415-9The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl

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Developing Integrated Global Marketing Communication Programs,, and value to customers. That takes effort; it requires databases and data transformed into marketplace insight. We reiterate again that customers are the driving force behind successful branded businesses.

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