10 Ways to Increase Corporate ROI

The idea that marketing should underpin shareholder value creation is chanted by marketing gurus
everywhere. However, the link between shareholder objectives and marketing's most visual activity
(marketing communications) remains as distant as ever. This article makes a start at linking the two in as
practical a manner as possible, championing communications as the unsung hero – best placed to derive
corporate ROI from the customer.10 Ways to Increase Corporate ROI