Harvard Business Review

JULY 25, 2017

In fact, global spending on media is expected to reach $2.1 It also informs future spending levels, allocation of the budget across programs and media, and which messages a marketer chooses. For example, do you include just the cost of the media, or do you also include the investment of staff time to create the ad?

ROI 8

ROI Marketing Marketing Mix Short-term 8

Harvard Business Review

OCTOBER 25, 2018

To analyze the superstar dynamics of firms, our metric was economic profit, a measure of a firm’s profit above and beyond opportunity cost. (To To do this, we take the firm’s returns, deduct the cost of capital, and multiply by the firm’s total invested capital.)

Industry 11

Industry Company GDP Bottom-up 11

Terry Starbucker

AUGUST 29, 2010

And change it did, because the new CEO had a vision that went beyond product, and costs, and overhead, and costs of capital. It was about passion. And about people who have it. Thirteen years later, the stock price is now above $240, and it has a market cap bigger than Microsoft. That company is Apple.

Technology 282

Technology Price Video Cost of Capital 282

Harvard Business Review

NOVEMBER 25, 2013

Without a strong business case built on analytics, marketing too often is seen as a cost rather than an investment, despite marketing’s ability to drive above-market growth. Together with the CFO, the CMO must develop a set of objectives that directly deliver on financial objectives and business goals. Get more for the money.

CFO 8

CFO Short-term Long-term Benchmarking 8