Managing Marketing Assets for Sustained Returns (Best Practices Report)

Based on a consortium benchmarking study organized by APQC and ARF, this report follows up on APQC's and ARF's 2001 best practices report Maximizing Marketing Return on Investment. This new report is broader in nature and examines how leading organizations manage brand and customer assets by using processes for a sustained return on their marketing investments.

This best practices report takes a different approach from traditional APQC benchmarking reports in that the key findings section brings in additional research from ARF and includes information concerning the history of market research and development in measuring marketing ROI.

Included are in-depth case studies of Citigroup, Duracell, Hewlett-Packard, Kraft Foods, and National Instruments Corp.