ROCI Investment and Measurement Process: A Worked Example

Philip J. Kitchen and Marwa E. Tourky
Additional contact information
Philip J. Kitchen: ICN-Artem Business School
Marwa E. Tourky: Cranfield University

Chapter 13 in Integrated Marketing Communications, 2022, pp 353-367 from Springer

Abstract: Abstract Here, we provide a full example of how the ROCI investment and measurement process works along with a hypothetical example. We illustrate our measurement 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.

Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-76416-6_13

Ordering information: This item can be ordered from
http://www.springer.com/9783030764166

DOI: 10.1007/978-3-030-76416-6_13

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().