Calculate marketing return on sales and marketing ROI for both companies, as described in Appendix 2. Appendix
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Appendix 2 discusses other marketing profitability metrics beyond the marketing ROI measure described in this chapter. On the next page are the profit-and-loss statements for two businesses. Review Appendix 2 and answer the following questions.
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To calculate these metrics first calculate net marketing contribution NMC which measures marketing p...View the full answer
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